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Indian Travellers’ Adoption of Airbnb Platform
,
Robin Nunkoo,
Vishnupriya Raghavan,
Yogesh Dwivedi
Information Systems Frontiers, Volume: 24, Issue: 1, Pages: 77 - 96
Swansea University Authors:
Nripendra Rana , Yogesh Dwivedi
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DOI (Published version): 10.1007/s10796-020-10060-1
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 to...
| Published in: | Information Systems Frontiers |
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| ISSN: | 1387-3326 1572-9419 |
| Published: |
Springer US
2022
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa59641 |
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| 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. |
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| Keywords: |
Sharing economy, Emerging economy, Airbnb, UTAUT, Adoption, India, Tourism, Hospitality |
| College: |
Faculty of Humanities and Social Sciences |
| Funders: |
University of Bradford |
| Issue: |
1 |
| Start Page: |
77 |
| End Page: |
96 |