Raharja, Andrew Angga
(2018)
Implementation of planned behavior theory on AIRBNB consumers in Jakarta, Indonesia.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The phenomenon of informal lodging accommodations' rapid growth and the consumers' shifting preferences from formal lodging accommodations to informal lodging accommodations have been occurring internationally, which is pioneered by Airbnb. However, Airbnb had failed to grasp China's market because of the contradiction between the cultural values of the consumers in China and Airbnb's business model. Thus, it is crucially important for e-commerce businesses to thoroughly understand the main reasons, motivations, motivations, and constraints behind the consumers' adoption towards sharing and collaborative consumption within Indonesia, a country in which Airbnb's peer-to-peer accommodation business is still considered as a relatively new market. There are very few literatures, researches, or studies that analyze, measure, and discuss the consumers' perceptiveness, motivations, constraints, and behaviors in Indonesia towards the idea of using peer-to-peer informal lodging accommodations such as the ones provided by Airbnb. Thus, we conduct this research study on analyzing the motivations and constraints in Indonesia towards using Airbnb through the Theory of Planned Behavior research model, by first measuring the Motivation factors, Constraint factors, and Subjective Norm factors that can potentially influence the consumers' Overall Attitude and Behavioral Intentions. The research study used online questionnaires (Google Forms) to obtain the required quantitative data. The data was further analyzed with Structural Equation Modeling (SEM), using SmartPLS 3.0 software. The results showed that Motivation factors such as Price Value and Authenticity have significant and positive effect towards Overall Attitude in Jakarta to use Airbnb. However, another Motivation factor known as Social Influence, has significant but negative effect towards Overall Attitude in Jakarta to use Airbnb. Constraint factors such as Perceived Risk was found to have significant and negative effect towards Overall Attitude in Jakarta to use Airbnb. Subjective Norm factors such as Trend Affinity was found to have significant and positive effect towards Overall Attitude in Jakarta to use Airbnb. Both Overall Attitude and Perceived Behavioral Control, was also found to have significant and positive effect towards Behavioral Intention in Jakarta to use Airbnb.
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