Airbnb as one of examples of sharing accommodation is changing the way of travel. More and more consumers from all over the world are attracted to use the platform of Airbnb to book a local individual sharing house to access the authentic and unique local experience. Airbnb has also received attention from scholars recently, and they mainly focus on why consumers choose Airbnb. However, most of the studies have focused on European or American consumers, and there is less attention put on Chinses consumers. We aim to fill in this research gap in this thesis, and we develop a study on the motivation and constrain factors influencing the attitude of Chinese consumers toward Airbnb. Drawing inspiration from previous research (So, Oh and Min, 2018), we employ a mixed-method research design in this thesis to collect empirical data including semi-structure interview and questionnaire. We conduct an online survey with 316 respondents, and analyze it through SPSS. Our qualitative research confirms the 8 factors, price value, enjoyment, trust, insecurity, home benefit, authenticity, social interaction and perceived risk are factors to influence Chinese consumers’ attitude toward Airbnb. For the quantitative research, the first four factors mentioned above are tested as significant factors to influence Chinese consumers and the last four factors are tested as insignificant factors. Comparing with American and Canadian consumers studied by So et al. (2018), “price value” and “enjoyment” take significant influence both on American and Canadian consumers and Chinese consumers. Both the two groups are not influenced by “authenticity”, “social interaction” or “perceived risk” significantly. American and Canadian consumer concern “home benefit”, but Chinese consumers don’t. Insecurity significantly influences Chinese consumers, but not for American and Canadian consumers. Distrust significantly influences American and Canadian consumers, while trust motivate significantly Chinese consumers’ attitude.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-358222 |
| Date | January 2018 |
| Creators | Gong, Jian, Zheng, Yanmei |
| Publisher | Uppsala universitet, Företagsekonomiska institutionen, Uppsala universitet, Företagsekonomiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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