Sharing Economy for Sustainable Commerce

The purpose of this study is to empirically investigate what factors that affect consumers' adoption intention of sharing economy in the tourism industry from the perspective of social learning theory. By presenting the concept of consumers' self-efficacy of sharing economy, a model has been developed that explores the effects that explain the consumers' self-efficacy of sharing economy and their adoption intentions. For this, this study surveys 332 Korean consumers using Airbnb and analyzes the data using AMOS 24. In the results, First, learning from forums and communities, learning from ratings and reviews, and learning from social recommendations increase their self-efficacy of sharing economy. Second, consumers' self-efficacy of sharing economy increases their adoption intention. Finally, learning from forums and communities and learning from social recommendations among the antecedents of consumer's self-efficacy of sharing economy increase their adoption intention through their self-efficacy of sharing economy.