Does Network Effect Have an Influence on the Acceptance of Airbnb?

Kelly Carvalho Vieira, Guilherme Alcântara Pinto, Joel Yutaka Sugano, Eduardo Gomes Carvalho and Andre Grutzmann

Global Business Review, 2025, vol. 26, issue 1, 194-208

Abstract: Companies operating in the service sector have provided a shared economy platform to optimize the use of resources. The concepts like acceptance and use of technology (UTAUT2) and network effect were used to analyse how the network effect moderates the acceptance of a peer-to-peer application. A cross-sectional survey was used as a research method through self-administered Internet questionnaires which were adapted and applied to guests and hosts, as both need to accept the technology. It was decided to use SmartPLS software. Users are more interested in the opinions of their reference group when deciding to use Airbnb. The belief that there is technical infrastructure that supports the use of the app influences the desire to use it, especially when users begin to realize the increased benefits generated by the growth of other users. Price imposes a significant effect on behavioural intention; however, when it is added the network effect as a moderator, the relationship loses significance. It indicates that the value of hosting does not influence platform acceptance when it already has a significant number of users. This study used one of the most influential and comprehensive theories in the adoption of technology as a basis for conceptualization and expanded it with an important construct originating from studies on economic theories. In addition, this study presents its uniqueness by introducing a theoretical construct into a moderating action and using structural equation modelling to understand the consumer behaviour of these technologies, having, above all, a potential for theoretical contributions relevant to the research area.

Keywords: UTAUT2; network effect; Airbnb; technology acceptance; structural equation modelling (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:26:y:2025:i:1:p:194-208

DOI: 10.1177/0972150920988654

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