Factors Affecting the Intention to Use Airbnb in Egypt: A PLS-SEM Approach

Abstract

The aim of this study is to assess the intention of Egyptian travellers to consider using Airbnb platform as one of the sharing economy and peer-to-peer accommodation. This study proposes and tests the theory of planned behaviour (TPB) constructs as the determinants of the Airbnb intention to use Airbnb by using PLS-SEM approach. The findings show that attitude is a significant determinant of using intention, whereas subjective norms and perceived behavioural control are not. This study adds to the body of knowledge by employing TPB to analyse customer intention to use Airbnb, providing a theoretical basis and a starting point for further investigation of Airbnb's structural linkages with the sharing economy. The ability to design successful strategies for Airbnb to promote favourable purchase behaviours will be aided by a thorough knowledge of Airbnb guests' purchase intentions.