Abstract
The growing importance of Airbnb calls for better understanding of the determinants of its purchase intentions. This becomes particularly relevant in the context of emerging markets, where Airbnb is rapidly evolving. This paper contributed to knowledge by exploring the (de)motivation factors in choosing Airbnb in Vietnam, a growing economy in South-East Asia. An online quantitative survey of current and prospective Airbnb users revealed perceived value and functional aspects of rented properties as the prime motivators, while safety considerations were identified as a key demotivator. Contrasting findings of previous research conducted in the ‘western’ contexts, user experience and social benefits did not exert significant effect on purchase intentions of Vietnamese consumers. In addition to reinforcing theoretical understanding of the core (de)motivating factors in purchase intentions of Airbnb services, this study demonstrated the need for Airbnb industry practitioners to comprehend the variations in consumer preferences that exist across the different consumption markets.
•Studies purchase intentions of Airbnb in Vietnam.•Identifies perceived value and functional attributes of Airbnb properties as a key motivator.•Reveals limited appeal of user experience and social benefits.•Establishes safety concerns as a major demotivator.•Highlights differences in purchase intentions of ‘western’ and Vietnamese customers.