Title: Modelling the determinants of consumers' intentions to use online sharing economy platforms

Authors: Hemant Chauhan; Neha Jain; Sohan Singh Rawat; Saurabh Mishra

Addresses: Graphic Era Hill University, Dehradun, India ' GN Group of Educational Institutes, Plot No – 6B, Knowledge Park II, Greater Noida, Uttar Pradesh 201310, India ' JBIT, Dehradun, 23 Milestone, NH-07, Chakarata Rd, Shankarpur, Uttarakhand 248197, India ' Indian Institute of Information Technology Allahabad, Devghat, Jhalwa, Prayagraj-211015, U.P., India

Abstract: The present study aims to bring perspectives of collaborative consumption into the tourism sector by examining factors that form traveller's favourable intentions to use sharing economy platforms. This paper investigates consumers' intention to use sharing economy platforms for booking accommodation. A total of 280 responses were gathered and examined using structural equation modelling. Results suggested that personal innovativeness, perceived usefulness, trust, subjective norm, and attitude are key predictors of consumers' intentions to use sharing economy platforms. The results provide insights to practitioners in developing effective marketing strategies that may increase customers' usage of the sharing economy platforms.

Keywords: collaborative consumption; personal innovativeness; PIO; trust; sharing economy.

DOI: 10.1504/IJBIS.2023.133515

International Journal of Business Information Systems, 2023 Vol.44 No.1, pp.102 - 119

Received: 25 Apr 2020
Accepted: 12 Jul 2020
Published online: 19 Sep 2023 *

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