The theory of planned behavior applied to the use of peer-to-peer travel accommodation i Bulgaria

Kiril Kirilov Kirov

Studenteropgave: Kandidatafhandlinger


Sharing Economy refers to online peer-to-peer marketplaces, which enable individuals to share and redistribute underused tangible and intangible assets between each other for a fee or free of charge. Scholars agree that people are the driving force of the Sharing Economy on both supplier and demand side, however, the antecedents of participation behavior in sharing platforms have not been systematically addressed. The thesis therefore proposes a model that attempts to explain and predict the participation behavior in peer-to-peer accommodation platforms. The research is novel in the sense that it is the first research conducted on sharing services in Bulgaria. The review of literature for a theoretical foundation revealed the Theory of Planned Behavior as most appropriate framework. In a quantitative study with 72 participants, the Structural Equation Modeling (SEM) analysis provided evidence that Intentions to participate in peer-to-peer accommodation platforms were positively driven by Attitudes, Perceived Behavioral Control and Subjective Norms. The findings indicated that Attitudes were solely driven by Perceived Community Benefits, while other underlying factors such as Perceived Economic Benefits, Perceived Consumer Effectiveness and Perceived Trust had no influence. Perceived Trust, however, was an important antecedent of Perceived Behavioral Control in sharing accommodation with strangers. Based on the empirical findings, the research draws conclusions, gives directions for future research and provides managerial implementations for sharing and non-sharing business.

UddannelserCand.merc.ib International Business, (Kandidatuddannelse) Afsluttende afhandling
Antal sider114