Exploring consumer motivation and decision-making in accommodation rentals through peer-to-peer digital platforms
Year: 2023
Type: dissertation
Abstract: The sharing economy has been growing at an unprecedented rate in recent years. Digital peer-to-peer platforms have facilitated this growth and the ease of use and accessibility of these platforms have led to their increased adoption. Peer-to-peer platforms have expanded their services to new countries which has enabled consumers to participate in various sharing economy services globally. With the increasing popularity of the sharing economy, there is a growing need to understand why and how consumers participate in these platforms. \n \nThe aim of the study is to explore the factors that motivate consumers to rent an accommodation via peer-to-peer digital platform and examine the extent to which cultural factors, and travel destination influence their decision-making process. The study was conducted as qualitative research and the data was collected through semi-structured interviews. A total of 10 interviews were conducted amongst young Finnish consumers who had prior experience with accommodation rentals through the accommodation sharing platform Airbnb. The study was further supported by a literature review, which provides the theoretical framework for the study. The literature review focuses on the extant research on sharing economy, motivation theories, generation Z and cultural values as well as the relationship between these topics. \n \nThe findings of the study show that cost benefits were found to be the most prominent factor guiding purchase decisions, followed closely by convenience whereas social and sustainability factors were considered less influential in the decision-making process. Authenticity and uniqueness of the accommodation were also found to be important factors for some participants. Additionally, the study found that trust was a crucial factor and reviews played a vital role in building trust. The impact of travel destination on sharing economy participation was found to be influenced by cultural differences and safety concerns in cases where the travel destination was perceived to be culturally highly distinct or located far away.
Source: Osuva (University of Vaasa)
Author: Pilvinen, Linda
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7028569739