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An Exploratory Study on Factors Affecting the Behavioral Intentions of Potential Users of the Sharing Economy: An Application of the Extended Model of Goal-Directed Behavior

Yejin Lee 1 Yoon Ji-Hwan 1

1경희대학교

Excellent Accredited

ABSTRACT

The development of information and communication technology has evolved into a sharing economy as a global trend. Shared economy users are increasing at an extremely fast rate especially in relation to the tourism and hospitality industry. Despite such growth, the number of users not-yet a part of the shared economy still outweighs the users by far. Therefore, this study aims at understanding the decision-making processes of potential users throughout the sharing economy, in particular Airbnb. To achieve this, a survey methodology was implemented based on a Model of Goal-directed Behavior. In addition, this study analyzed the concept of perceived risk and divided this concept into platform risk and host risk. The results indicate that attitude, subjective norms, and positive/negative anticipated emotions all positively affect the intention to use Airbnb via desire. In respect to perceived risks, platform risk positively influences host risk and negatively influences the intention to use Airnb. In addition, host risk negatively influences desire. This study explicates how our approach improves the understanding of the potential for the further development of the sharing economy market.

Citation status

* References for papers published after 2022 are currently being built.