Abstract
ABSTRACT This study investigates the role of individual characteristics in shaping Airbnb adoption and resistance (unawareness, postponement, and rejection) among Chinese consumers, using a conceptual framework based on innovation diffusion theory and resistance literature. Data were collected from 1010 respondents and analyzed using multinomial logistic regression. Results show consumer demographics, travel and social media use experiences, and some individual traits (e.g., resistance to change) predict adoption/resistance while general trust and rational decision-making style have no significant effect. This study suggests that Airbnb faces challenges crossing the “chasm” but also provides suggestions for Airbnb to penetrate China’s mainstream market.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
