Human values as predictors of collaborative attitudes and intention of using the Airbnb accommodation platform
DOI:
https://doi.org/10.18046/j.estger.2021.160.3991Keywords:
collaborative consumption, human values, AirbnbAbstract
This study aimed to identify the predictive power of human values on attitudes and behavioral intention about to collaborative consumption. Therefore, a quantitative approach was adopted with the application of a survey with 208 consumers of the Airbnb accommodation platform. Respondents answered questions about basic values, based on the functionalist theory of human values, attitudes, and behavioral intention. The results indicate a significant correlation between the subfunction experimentation and attitudes related to the use of services, indicating that the values that make up this subfunction would influence the attitudes of consumers towards the platform service. Thus, these results support the use of human values as facilitators in the promotion of collaborative behaviors.
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