User Experience Dimensions in Digital Peer-to-Peer Platforms: A Grounded Theory Study of Airbnb Online Experiences

Elena Cerdá-Mansilla, Raquel Lozano-Blasco () and Natalia Rubio
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Elena Cerdá-Mansilla: Department of Business Management, CUNEF University, 28040 Madrid, Spain
Raquel Lozano-Blasco: Department of Psychology and Sociology, Universidad de Zaragoza, 50009 Zaragoza, Spain
Natalia Rubio: Department of Finance and Marketing, Universidad Autónoma de Madrid, 28049 Madrid, Spain

Administrative Sciences, 2025, vol. 15, issue 5, 1-27

Abstract: The current context underscores the growing importance of online formats, prompting managers to focus on creating positive online experiences. This qualitative study examines seven types of online Airbnb experiences using a grounded theory approach and data triangulation. Our findings extend the six-dimensional brand experience scale, including sensory, affective, behavioral, and intellectual, as well as the additions of interactive and social dimensions, by identifying three new dimensions in Airbnb’s online experiences: mystical, spatio-temporal, and physical. The results suggest that, while these dimensions are present across different types of positive online Airbnb experiences, there are variations depending on the type of experience. Certain experiences, such as entertainment-focused ones, may ensure higher satisfaction and engagement by incorporating a broader range of these dimensions.

Keywords: Airbnb; online experiences; Airbnb experiences; grounded theory; brand experience; brand dimensions (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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