Acomodações colaborativas: análise dos fatores determinantes na predisposição à reutilização do serviço via Airbnb

Abstract

This study aims to understand the relationship between the determinants of lodging sharing and the predisposition to reuse this service via Airbnb. It is a research under a quantitative and descriptive approach performed through a survey. The data collection instrument used was a structured questionnaire composed of Likert-type concordance scales, which were validated. The data went through exploratory, descriptive and then exploratory factorial analysis and structural equations modeling technique for the consequent test of the hypotheses proposed. The results showed, through the final theoretical model, that the predisposition to reuse collaborative accommodations is positively influenced by the determinants of cost savings, experience and perceived utility, trust and satisfaction. It was also possible to verify that the satisfaction construct is positively affected by the determinants of cost savings, trust and social interaction. In the academic context, this study contributes to the discussion of the collaborative consumption and brings out findings about the behavior of the consumer in the scenario of the collaborative accommodations. From the practical and social point of view, this research offers useful information to the development of marketing strategies for the network host users of sharing economy in lodging.