Indian Travellers’ Adoption of Airbnb Platform

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

Research output: Contribution to journalArticlepeer-review

36 Citations (Scopus)

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
Pages (from-to)77-96
Number of pages20
JournalInformation Systems Frontiers
Volume24
Issue number1
DOIs
Publication statusPublished - Feb 2022

Keywords

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

ASJC Scopus subject areas

  • Theoretical Computer Science
  • Software
  • Information Systems
  • Computer Networks and Communications

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