Indian Travellers’ Adoption of Airbnb Platform

Kuttimani Tamilmani, Nripendra P. Rana, Robin Nunkoo, Vishnupriya Raghavan, Yogesh K. Dwived

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Much of the existing scholarly debate on sharing economy to date has focused on the use of technology in developed countries. However, the recent upsurge of mobile technology adoption in developing countries has provided suitable breeding ground for sharing economy. The lack of native theories in tourism and hospitality sector with scare utilization of unified theory of acceptance and use of technology (UTAUT) provide necessity for this research. This study adapted meta-UTAUT model as theoretical lens and extended the model with hedonic motivation, trust, and self-efficacy. Based on data from 301 potential Indian consumers, the results underscored the central role of attitude that significantly mediated the effects of effort expectancy, social influence, and facilitating conditions on consumer intention to use Airbnb. Meanwhile, performance expectancy emerged as significant direct determinant of intention alongside attitude, trust, and self-efficacy. The proposed model explained as much as 65% variance on Indian consumer’s intention to use Airbnb.
Original languageEnglish
JournalInformation Systems Frontiers
Number of pages20
ISSN1387-3326
DOIs
Publication statusPublished - 8 Sep 2020

Bibliographical note

Epub ahead of print. Published online: 8. September 2020

Keywords

  • Sharing economy
  • Emerging economy
  • Airbnb
  • UTAUT
  • Adoption
  • India
  • Tourism
  • Hospitality

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