Airbnb Hospitality: Exploring Users and Non-Users’ Perceptions and Intentions

Although the use of Airbnb services is growing, research relating to its value, risk, satisfaction, and repurchase intentions involving millennial generation scarce. This study investigates actual experience social, utilitarian hedonic values, risks, consumers. It further assesses perceptions similar what it would take generate satisfaction intention amid non-consumers. PLS Path Modelling used test hypothesised relationships compare consumers A conceptual model proposing five hypotheses tested using a dataset 206 responses representing non-consumers from New Zealand. The results two groups are compared assess differences in specified proposed model. findings have theoretical, managerial, social implications as expands literature by comparing consumers/non-consumers sharing economy identifies factors that lead linked millennials, hence generating managerial implications. also suggest utilitarian, values for generation.