Abstract

This study aims to empirically analyze the direct and indirect effects of operant resources on co-creation experience of Airbnb consumers. Specifically, this study examines operant resources’ impact on perceived benefits, trust, and co-creation experience. In addition, this study also investigates the effect of perceived benefits, and trust on co-creation experience. We managed to collect a sample of 201 respondents obtained through online surveys. Respondents were consumers who have used Airbnb service offerings. Data were gathered using a questionnaire developed on the basis of a literature review. A convenience sampling was adopted in inviting consumers to participate in this study. The hypotheses were analyzed using simple and multiple linear regression analysis. The results show that operant resources are proven to influence perceived benefits, and trust of consumers. Likewise, perceived benefits, trust, and operant resources have been shown to influence the co-creation experience. The novelty and the most important contribution of this study are that it has succeeded in proving empirically the existence of the Service-Dominant Logic (S-D Logic) perspective.

Highlights

  • Nowadays, we are able to observe the people’s changing lifestyle which becomes increasingly mobile

  • This study has succeeded in proving the existence of the S-D Logic perspective through the finding that operant resources can play a direct and indirect cause in determining the co-creation experience

  • This co-creation experience is created during the value co-creation process

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Summary

Introduction

We are able to observe the people’s changing lifestyle which becomes increasingly mobile. This can be seen from the changes in the people’s way of life and behavior in spending time through various activities and hobbies, as well as in expressing opinions about something (Kotler 2002). These lifestyle changes cannot be separated from its connection with the development of internet technology. This business model is considered to be able to simplify, accelerate, and improve the efficiency of business processes, and is able to expand market reach

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