Award Date

5-1-2017

Degree Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Hotel Administration

First Committee Member

Mehmet Erdem

Second Committee Member

Billy Bai

Third Committee Member

Choongbeom Choi

Fourth Committee Member

Bradley Wimmer

Number of Pages

188

Abstract

Airbnb’s influence has been growing rapidly in the last few years, and hotel operators are beginning to recognize the competitive threat it poses. However, consumers may perceive Airbnb differently than hoteliers. Thus, the current study attempts to explore hotel customers’ perceptions of the sharing economy business (Airbnb). It is important to pay attention to the different business settings of the channels that currently exist in the lodging industry. Moreover, investigating the relationship between trust and perceived risk in this new channel (i.e., Airbnb) is crucial due to the inherent risk of transactions on Airbnb, especially when compared with traditional Business-to-customer. Considering the fact that Airbnb belongs to a different context (Customer-to-customer) than traditional hotels (B2C), this study uses a mixed methods approach, specifically with an exploratory sequential design. Through the qualitative analysis, Study Phase 1 identified antecedents of trust and perceived risk on the intention to select Airbnb. These factors were categorized into the three attributes of Airbnb, which include channel, accommodations, and individual host. Study Phase 2 consisted of two stages: 1) instrument development by using EFA based on the results from Study Phase 1, and then, 2) empirical validation by using the PLS-SEM technique in order to thoroughly examine the relationships in the proposed S-O-R framework. Findings, implications, and suggestions for future studies were also discussed.

Keywords

Airbnb; Collaborative consumption; Consumer-to-consumer; Sharing Economy; Trust

Disciplines

Behavior and Behavior Mechanisms | Library and Information Science | Sociology

Language

English

Available for download on Tuesday, May 15, 2018


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