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Emergence and Acceptance of Sharing Economy in India: Understanding through the Case of Airbnb

Author

Listed:
  • Rasananda Panda

    (MICA, Ahmedabad, India)

  • Surbhi Verma

    (MICA, Ahmedabad, India)

  • Bijal Mehta

    (Amrut Mody School of Management Ahmedabad University, Ahmedabad, India)

Abstract

India is a developing country, socially and culturally unique, fast adapting to international trends. The paper explores the sharing economy through the case of Airbnb, rooms & apartment renting service online, its emergence in India where it is yet to find a “share of mind”. It focuses on consumer understanding of sharing economy, openness to trial, factors used to evaluate such services over existing services. The qualitative study includes Netnography and in-depth interviews to understand the opinion of people online and the level of awareness and perception about sharing economy and Airbnb. Netnography shows that online reviews play a major role in decision-making prior to trial. In-depth interviews show that first time users, rely more on WOM and consider online reviews post a satisfactory transaction. Locations, safety, comfort, cleanliness value for money are confirmed. The study has implications for marketers of such services at India and is useful to create a win-win situation with the design of consumer driven marketing strategies.

Suggested Citation

  • Rasananda Panda & Surbhi Verma & Bijal Mehta, 2015. "Emergence and Acceptance of Sharing Economy in India: Understanding through the Case of Airbnb," International Journal of Online Marketing (IJOM), IGI Global, vol. 5(3), pages 1-17, July.
    • Handle: RePEc:igg:jom000:v:5:y:2015:i:3:p:1-17
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    Cited by:

    1. Frederik Plewnia & Edeltraud Guenther, 2017. "Advancing a sustainable sharing economy with interdisciplinary research [Der Beitrag interdisziplinärer Forschung zu einer nachhaltigen Sharing Economy]," NachhaltigkeitsManagementForum | Sustainability Management Forum, Springer, vol. 25(1), pages 117-124, June.
    2. Löw, Franziska & Lüth, Hendrik, 2021. "Quality Signals on Airbnb: A Hedonic Regression Approach," Working Paper 189/2021, Helmut Schmidt University, Hamburg.
    3. Zuo, Wenming & Bai, Weijing & Zhu, Wenfeng & He, Xinming & Qiu, Xinxin, 2022. "Changes in service quality of sharing accommodation: Evidence from airbnb," Technology in Society, Elsevier, vol. 71(C).
    4. Ian Sutherland & Kiattipoom Kiatkawsin, 2020. "Determinants of Guest Experience in Airbnb: A Topic Modeling Approach Using LDA," Sustainability, MDPI, vol. 12(8), pages 1-16, April.

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