Predicting Chinese travelers’ intentions to use Airbnb
Keywords:
Airbnb, China, decision model, theory of planned behavior, PLS SEMAbstract
The purpose of this study is to develop and test a model explaining factors influencing customer decision-making regarding Airbnb accommodations in China. This study builds on the theory of planned behavior to develop a model to explain a decision-making process of Chinese consumers when it comes to choosing Airbnb accommodation. The results of the study were based on the analysis of 451 responses collected via WeChat. The findings confirmed behavioral control, subjective norms, and attitude as statistically significant predictors of intentions to book Airbnb by Chinese travelers.
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