A crucial role of the triad of Airbnb, its users, and platform in reducing potential users’ perceived Airbnb uncertainties and enhancing their attitude and usage intention: A mixed-method approach

This study used the notion of Uncertainty Reduction Theory and investigated the relationships among non-users’ perceived Airbnb uncertainties, information about Airbnb, and their attitude and usage intention toward Airbnb. Taking advantage of a mixed method by including both the open-ended and closed-ended questions in an online survey, a total of 303 responses were collected through an online research panel and analyzed by performing structural equation modeling (SEM) and content analysis. The results from SEM showed that Airbnb distrust and physical insecurity were the major perceived uncertainties and negatively impacted Airbnb reputation, Airbnb user reputation, Airbnb website security, and Airbnb platform credibility. Only Airbnb reputation and Airbnb user reputation significantly increased non-users’ intention to use Airbnb. The findings of content analysis presented non-users’ concerns of physical insecurity, accommodation quality, and Airbnb hosts. Based on the outcomes, this study posits that Airbnb management and Airbnb users should strengthen online and offline safety.