Consumer Motivation to Choose Airbnb Plus Homes

Abstract

This paper examines the relationship between consumer motives and the intention to use Airbnb Plus homes. An online survey generated 342 valid responses. The results show that economic benefits, home benefits, authenticity, hedonism, and quality each positively influence the consumer’s intention to adopt Airbnb Plus. Hedonism emerged as the strongest predictor of the intention to choose Airbnb Plus homes. Neither social interaction nor social status has a significant effect on the intention to use Airbnb Plus.

15 years of Airbnb's authenticity that influenced activity participation: a systematic literature review

“…The literature review highlighted the importance of authenticity as a key driver for guest satisfaction and future repurchase intention (Liang et al ., 2018; Guttentag et al ., 2018; Liang et al ., 2018, ; Li et al ., 2019; Chatterjee et al ., 2019; Li et al ., 2019, ; Kim and Kim, 2020; Jiang et al ., 2021; So et al ., 2021; Tumer Kabadayi et al. , 2022) also it affected the motivation and recommendation for network (Chiappa et al ., 2020; Akarsu et al ., 2020; Guttentag et al ., 2018) Which shows that authenticity can be considered as a key attribute that defines perceived enjoyment and future repurchase intention, motivation and recommendations.…”

“…, 2022) also it affected the motivation and recommendation for network (Chiappa et al ., 2020; Akarsu et al ., 2020; Guttentag et al ., 2018) Which shows that authenticity can be considered as a key attribute that defines perceived enjoyment and future repurchase intention, motivation and recommendations. Finally, Jiang and Lyu (2021) identified authenticity as a key factor influencing the adoption of Airbnb Plus, suggesting that marketers should prioritize emotional appeals and highlight the hedonic value of the listings, and focus on quality and home benefits in marketing communications while incorporating local culture and authenticity.…”