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Airbnb Purchase Intentions: How Familiarity And Social Media Impacts Millennials, Jaewook Kim, Wenfang Eris Liu
Airbnb Purchase Intentions: How Familiarity And Social Media Impacts Millennials, Jaewook Kim, Wenfang Eris Liu
Journal of Global Hospitality and Tourism
Airbnb is one of the most distinguished sharing economy platforms providing guests accommodations. Despite a high number of individuals who use Airbnb, current behavioral intention model, Theory of Planned Behavior (TPB), cannot fully explain guests’ decision-making process to choose such accommodation. Especially, with little to no research being tested on the roles of social media influences and familiarity as information sources associated with the TPB model. The objective of this study is to examine the intentions of millennials to use Airbnb and to investigate TPB model with social media influences and familiarity as mediators on purchasing intentions. Through convenience sampling, …