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- Title
INFLUÊNCIA DAS MOTIVAÇÕES HEDÔNICAS, IDENTIFICAÇÃO SOCIAL, CRENÇAS POLÍTICAS E BENEFÍCIOS ECONÔMICOS NA FORMAÇÃO DA INTENÇÃO DE USO DO AIRBNB.
- Authors
Bilhar, Alissa; Pauli, Jandir; Basso, Kenny
- Abstract
The sharing economy has been widely diffused in several sectors of the economy as a new modality of consumption. The proposal is that consumers perceive the socio-environmental impact of their habits and lifestyle, suggesting a shift from the traditional form of consumption, centered on the individual, to social forms that incorporate political beliefs and social identification. In general terms, the collaborative consumption allows the sharing of knowledge, local culture, experiences and social interactions. In this work the home sharing service named Airbnb was analyzed. Airbnb is a community service where people make their rented accommodation available at a price generally lower than hotel rates. This service is an example of collaborative consumption of goods and services, since it provides a residence for a specific time, but that renters can make use of it as often as they want or when they want. This research aims to describe the relationship between hedonic motivations, political beliefs, social identification and economic benefits in the formation of the intention to use this service. The research was performed following a quantitative, pre-experimental (X O1) method, with only one treatment and one observation. A total of 199 Brazilian individuals participated in the survey, in a convenience sample, through a form disclosed in social networks. In order to observe the relations between hedonic dimensions, social identification, economic benefits and political beliefs, scales already validated and adapted from other studies were used. After performing the reliability tests, the database was submitted to the analysis procedures through multiple regressions and moderation. The results show that hedonic motivations operate as a more relevant factor for the formation of the intention to use this service. However, social motivations are also strongly linked to this style of consumption, since the respondents reported that they use the service to meet people and intensify social exchanges. In the same direction, the interpersonal interactions, as well as the feeling of doing well to other people, were considered motivating factors to use this service. It was also possible to verify if the political beliefs presented a moderating role in the relations between hedonic motivation, social motivation and economic motivation with the intention of using Airbnb. Among the contributions of the study, we highlight the possibility of evaluating the interaction between the different logics of consumption and its influence on the intention to use Airbnb, enlightening the knowledge of consumer society phenomenon.
- Subjects
AIRBNB Inc.; COLLABORATIVE consumption; SHARED housing; SOCIAL exchange; SHARING economy; CONVENIENCE sampling (Statistics); WORK sharing; HOTEL rates; CAR sharing
- Publication
Revista de Administraçãao da UNIMEP, 2022, Vol 19, Issue 7, p296
- ISSN
1679-5350
- Publication type
Article