IDEAS home Printed from https://ideas.repec.org/a/plo/pone00/0286868.html
   My bibliography  Save this article

Consumer heterogeneity for shared accommodations at pre-and-post adoption stages: Insights from travelers in Shanghai, China

Author

Listed:
  • Lei Qin
  • Eddy S Fang
  • Ivan Ka Wai Lai
  • Yu Han
  • Yidan Liu

Abstract

As shared accommodation has become one of the most important market developments in the tourism industry, numerous contributions have emerged regarding travelers’ motivations to choose shared accommodation. A debated question, however, resides in the heterogeneity of travelers based on motivations. This paper aims to reconcile opposing perspectives by comparing motivation segmentation at two distinct phases of the adoption of this accommodation option: (i) before the first travel–potential users showing interest (n = 420) and (ii) after the first travel–current users (n = 420). Factor analysis, combined with clustering, is applied to both samples to identify underlying motivations and traveler segments. Interestingly, we find that factors defining choice motivations are relatively stable throughout the adoption process, but the heterogeneity of motivations among travelers is higher in users, increasing from three to six clusters. This suggests that travelers’ motivations are dynamic and dependent on the phase of adoption.

Suggested Citation

  • Lei Qin & Eddy S Fang & Ivan Ka Wai Lai & Yu Han & Yidan Liu, 2023. "Consumer heterogeneity for shared accommodations at pre-and-post adoption stages: Insights from travelers in Shanghai, China," PLOS ONE, Public Library of Science, vol. 18(6), pages 1-17, June.
    • Handle: RePEc:plo:pone00:0286868
    DOI: 10.1371/journal.pone.0286868
    as

    Download full text from publisher

    File URL: https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0286868
    Download Restriction: no
    File URL: https://journals.plos.org/plosone/article/file?id=10.1371/journal.pone.0286868&type=printable
    Download Restriction: no
    File URL: https://libkey.io/10.1371/journal.pone.0286868?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Hossein Nezakati, 2013. "Globalization and Consumer Behavior: Global Marketing Strategies Implication-Homogeneity and Heterogeneity (Preliminary Study)," Journal of Social and Development Sciences, AMH International, vol. 4(1), pages 1-5.
    2. Ert, Eyal & Fleischer, Aliza & Magen, Nathan, 2016. "Trust and reputation in the sharing economy: The role of personal photos in Airbnb," Tourism Management, Elsevier, vol. 55(C), pages 62-73.
    3. Lutz, Christoph & Newlands, Gemma, 2018. "Consumer segmentation within the sharing economy: The case of Airbnb," Journal of Business Research, Elsevier, vol. 88(C), pages 187-196.
    4. Soo-Hyun Jun, 2020. "The Effects of Perceived Risk, Brand Credibility and Past Experience on Purchase Intention in the Airbnb Context," Sustainability, MDPI, vol. 12(12), pages 1-16, June.
    5. Juho Hamari & Mimmi Sjöklint & Antti Ukkonen, 2016. "The sharing economy: Why people participate in collaborative consumption," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 67(9), pages 2047-2059, September.
    6. Ozgur Dedehayir & Roland J. Ortt & Carla Riverola & Francesc Miralles, 2017. "Innovators And Early Adopters In The Diffusion Of Innovations: A Literature Review," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 21(08), pages 1-27, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Anne Bäro & Felix Toepler & Timo Meynhardt & Vivek K. Velamuri, 2022. "Participating in the sharing economy: The role of individual characteristics," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(8), pages 3715-3735, December.
    2. Giulia Contu & Luca Frigau & Marco Ortu, 2023. "VGLM proportional odds model to infer hosts’ Airbnb performance," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(5), pages 4069-4094, October.
    3. Zhang, Yaomin & Pinkse, Jonatan & McMeekin, Andrew, 2020. "The governance practices of sharing platforms: Unpacking the interplay between social bonds and economic transactions," Technological Forecasting and Social Change, Elsevier, vol. 158(C).
    4. Irina V. Kozlenkova & Ju-Yeon Lee & Diandian Xiang & Robert W. Palmatier, 2021. "Sharing economy: International marketing strategies," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1445-1473, October.
    5. Xu, Xun & Zeng, Shuo & He, Yuanjie, 2021. "The impact of information disclosure on consumer purchase behavior on sharing economy platform Airbnb," International Journal of Production Economics, Elsevier, vol. 231(C).
    6. Bruno Bruna & Faggini Marisa, 2020. "Sharing Competition: An Agent-Based Model for the Short-Term Accommodations Market," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 20(2), pages 1-13, April.
    7. 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).
    8. Yuanyuan Guo & Yanqing Wang & Chaoyou Wang, 2019. "Exploring the Salient Attributes of Short-Term Rental Experience: An Analysis of Online Reviews from Chinese Guests," Sustainability, MDPI, vol. 11(16), pages 1-19, August.
    9. Liu, Linlin & Lee, Matthew K.O. & Liu, Renjing & Chen, Jiawen, 2018. "Trust transfer in social media brand communities: The role of consumer engagement," International Journal of Information Management, Elsevier, vol. 41(C), pages 1-13.
    10. Hossain, Mokter & Mozahem, Najib Ali, 2022. "Drivers’ perceptions of the sharing economy for transport services," Technological Forecasting and Social Change, Elsevier, vol. 179(C).
    11. Sengupta, Pooja & Biswas, Baidyanath & Kumar, Ajay & Shankar, Ravi & Gupta, Shivam, 2021. "Examining the predictors of successful Airbnb bookings with Hurdle models: Evidence from Europe, Australia, USA and Asia-Pacific cities," Journal of Business Research, Elsevier, vol. 137(C), pages 538-554.
    12. Enzo Bivona & Federico Cosenz, 2021. "Designing a Multi‐Sided Platform business model assessment framework: a Dynamic Performance Management perspective," Systems Research and Behavioral Science, Wiley Blackwell, vol. 38(1), pages 93-107, January.
    13. Rossmannek, Oliver & David, Natalie & Schramm-Klein, Hanna, 2022. "Suppliers’ loyalty to their sharing platform: The influence of multiple roles," Journal of Business Research, Elsevier, vol. 143(C), pages 272-281.
    14. Stéphanie Nguyen & Sylvie Llosa, 2018. "On The Difficulty To Define The Sharing Economy And Collaborative Consumption – Literature Review And Proposing A Different Approach With The Introduction Of 'Collaborative Services'
      [De La Difficu      ," Working Papers halshs-01820276, HAL.
    15. Ma, Shuang & Cui, Xuebin & Xiao, Xiaohong & Zhao, Xiaonan, 2022. "The impact of photo verification service on sales performance in the peer-to-peer economy: Moderating role of customer uncertainty," Journal of Business Research, Elsevier, vol. 142(C), pages 45-55.
    16. Zheng, Zuolong & Li, Ziying & Zhang, Xuwen & Liang, Sai & Law, Rob & Lei, Jiasu, 2023. "Substitution or complementary effects between hosts and neighbors’ information disclosure: Evidence from Airbnb," Journal of Business Research, Elsevier, vol. 161(C).
    17. Shuang Ma & Huimin Gu & Daniel P. Hampson & Yonggui Wang, 2020. "Enhancing Customer Civility in the Peer-to-Peer Economy: Empirical Evidence from the Hospitality Sector," Journal of Business Ethics, Springer, vol. 167(1), pages 77-95, November.
    18. Huynh Thi Thuy Giang & Luu Tien Dung, 2025. "Sharing economy and retailer sustainable performance: the mechanisms via business model innovation and digital capabilities," Journal of Innovation and Entrepreneurship, Springer, vol. 14(1), pages 1-33, December.
    19. von Richthofen, Georg & von Wangenheim, Florian, 2021. "Managing service providers in the sharing economy: Insights from Airbnb’s host management," Journal of Business Research, Elsevier, vol. 134(C), pages 765-777.
    20. Lu, Lu & Cai, Ruiying & King, Ceridwyn, 2020. "Building trust through a personal touch: Consumer response to service failure and recovery of home-sharing," Journal of Business Research, Elsevier, vol. 117(C), pages 99-111.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:plo:pone00:0286868. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: plosone (email available below). General contact details of provider: https://journals.plos.org/plosone/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.