Add Thesis

A study on the motivation and constrain factors influence Chinese travelers’ attitude towards Airbnb

Written by Jian Gong, Yanmei Zheng

Paper category

Master Thesis


Business Administration>General




Master Thesis: Attitude Attitude is considered to be the main determinant of behavior (Ajzen, 1991). The behavioral intention can be predicted with high accuracy from the attitude toward behavior (Ajzen, 1991). Empirical research has found that motivational factors play a powerful predictive role in explaining attitudes and subsequently explaining behavioral intentions (Hsu & Huang, 2010; Lam & Hsu, 2004. Consumer research has always focused on understanding the relationship between attitude and subsequent behavior (For example, Day and Deutscher, 1982; Ryan and Bonfield, 1975; Smith and Swinyard, 1983). Attitudes clearly occupy a central position in consumer behavior research (for example, Engel and Blackwell, 1982; Kassarjian and Kassarjian, 1979). Many Studies have pointed out that general attitudes and personality characteristics are indeed better than predicting specific behaviors in predicting the total amount of behavior (Ajzen, 1988). According to the theory of planned behavior, intentions and actions are usually partly affected by past experience, as well as second-hand information from acquaintances and friends And other factors that increase or decrease the perceived difficulty of execution behavior (Ajzen, 1991). 2.2 Planned Behavior Theory TPB (Planned Behavior Theory) was developed to predict the behavioral intentions of individuals in specific events and contexts (Ajzen, 1985; 1991). According to TPB, behavioral intentions represent an individual’s willingness to act in a certain way (Ajzen, 1985). TPB believes that an individual’s behavioral intentions are directly affected by motivational factors in the decision-making process (Ajzen, 1991). TPB has been widely used Research on tourism and hospitality to explain and understand travelers’ behavioral intentions (Soet al., 2018). For example, TPB has been used to study travelers’ willingness to stay in green hotels (Chen and Tung, 2014; Han & Kim, 2010; Teng, Wu, & Liu, 2013), some scholars use TPB to directly research and investigate factors affecting consumer attitudes in Airbnb contextual intentions (Soet al. 2018). “TPB is considered to be a relevant guiding conceptual framework” for research "Airbnb Consumers’ Motivations and Constraints" (Soet al., 2018, p.225). In this paper, we will follow TPB and Soet al. (2018) The theoretical model establishes our research on consumer attitudes in the context of Airbnb. Theoretical model, including motivation and constraints. 2.3 Motivation 2.3.1 Price value "According to Priceonomics statistics, Airbnb rooms and apartments are usually much cheaper than hotel charges. On average, Airbnb apartment rentals are 21.2% cheaper than hotel rooms. 3.3.1 Quantitative research sample overview The demographics and income of the interviewees are shown in Table 2. The data is described as follows: When we look at age, we find that more respondents are concentrated in 21-30 and 31-40, accounting for 76% of the total. In terms of gender, 51.90% of the respondents were women and 48.10% were men. From the perspective of annual income, 40.82% of the respondents have an annual income of less than 100,000 yuan, 20.57% of the respondents have an annual income of more than 400,000 yuan, and the rest are between 100,000 and 400,000 yuan. No specific characteristics or trends were found in annual income. 3.3.2 Measurement In order to test the research model, a total of 40 measurement items were used to measure 8 structures in the questionnaire. All projects were adapted from a literature review and adjusted for this research on Chinese consumers’ perceptions of Airbnb. In order to understand the degree of respondents' agreement or disagreement with these items, a seven-point Likert scale (1 strongly disagree and 7 strongly agree) was used for all items to classify the degree in the questionnaire (Arvidsson, 2014). Price value: Four items are adapted from So et al. (2018) measured how Chinese consumers view the price value factor of choosing Airbnb. PV1: Airbnb’s accommodation prices are reasonable. PV2: Airbnb provides value-for-money services. PV3: Airbnb will provide better accommodation than hotels of the same price. PV4: Airbnb's accommodation is affordable. Authenticity: The following four items are taken from two studies: 1) Guttentag et al. (2017) and 2) So et al. (2018). These projects measure how Chinese consumers view the authenticity factors of choosing Airbnb. Authenticity AUT1: Airbnb tends to provide authentic local experiences. AUT2: Airbnb tends to provide unique experiences. AUT3: Airbnb tends to provide the opportunity to stay in a less standardized accommodation environment. AUT4: Airbnb tends to provide accommodation that integrates local culture. Enjoy: These four items are based on So et al. (2018). These projects focus on how Chinese consumers view the enjoyment factors of choosing Airbnb. Enjoy ENJ1: Living on Airbnb is fun. ENJ2: Living on Airbnb provides an entertainment experience. ENJ3: I would like to use Airbnb to book accommodation. ENJ4: Book accommodation on Airbnb to provide an entertainment experience accommodation experience. Social interaction: The following three projects are adapted from two studies: 1) Stors and Kagermeier (2015) and 2) Tussyadiah (2015). These projects evaluated how Chinese consumers perceive social interaction factors to choose Airbnb. SocialInteractionsSINT1: Airbnb provides guests with opportunities to interact more directly with locals. SINT2: Airbnb provides guests with more opportunities to interact with other guests. Read Less