Towards an Understanding of the Indian Tourists Buying Airbnb Services

Abstract

The business eco system has changed drastically. Advances in Information technology, access to internet and pervasive use of mobile phones has given a spurt to various new age business adopting new business models. The empirical paper identifies the room sharing company as new age platform business model. The study proposes and tests a conceptual model to study the factors influencing the consumers’ attitude towards Airbnb and their intention to purchase the services of Airbnb. The findings reveal that –hedonistic values. social values and financial value along with e-word of mouth have a direct impact on consumers’ attitude towards Airbnb. Existing available literature is largely in the western context and qualitative in nature. This paper is unique as it adopts quantitative approach and provides insight about what really influence the consumers’ attitude towards this new and unique business model thus enabling marketers to strategize accordingly.