Determinantes del comportamiento del consumidor colaborativo desde la Teoría Descompuesta del Comportamiento Planificado. Un análisis comparativo entre plataformas de pago y de intercambio.

Identificador:  TDX:4004

Handle: https://hdl.handle.net/20.500.11797/TDX4004

Autores:  Barrullas Bonet, Judit

Resumen:
The accelerated growth of digitization has led to the rise of different short-term tourist accommodation platforms, each with distinct objectives. This has generated the need to investigate the attitudes and intentions to use this type of accommodation. Using the Decomposed Theory of Planned Behaviour (DTPB) a predictive model is developed regarding the motivations to use this short-term accommodation, comparing between two types of platforms: payment and exchange platforms. Two hundred and sixteen questionnaires were collected online, and they were analysed using the partial least squares (PLS) methodology. The results showed that attitudes and perceived behavioural control have a significant impact on the intention to use these platforms. The attitude of payment platforms’ users is conditioned by authenticity, compatibility with one's own values, economic and social utility, and reliability, while for exchange platforms’ users compatibility (the perception that these platforms meet their values) and social utility appear to be significant.