CHAPTER 5 CONCLUSION AND RECOMMENDATION
5.3 Limitation and Suggestion
This study includes several limitations that offer opportunities for future research. First of all, this study surveyed 211 respondents with different backgrounds to represent the world population. Moreover, the majority of respondents were comprised of Indonesians and people age 19-35. Future research is suggested to collect more widespread and dispersed sample to avoid sample bias. Modifying research scope and proposing a model using a more homogenous sample as a replication to this study could also be a way to increase validity of research.
Second, personal characteristics (e.g. gender, age, education, etc) can be important factors in investigating behavior intention towards collaborative consumption. Although recorded, this study was unable to analyze their impact due to time constrain. Future research should consider incorporating personal characteristics to further explore behavior intention toward collaborative consumption.
Third, this study was executed based on the application of Ajzen’s Theory of Planned Behavior (TPB). Besides TPB, there are a number of different theories that have been applied on studies exploring user intentions toward a particular behavior, such as Theory of Reasoned Action (TRA), Technology Acceptance Model (TAM), Unified Theory of Acceptance and use of Technology (UTAUT), etc. It could offer a possible direction for future research to apply one of the models mentioned to investigate user intention toward collaborative consumption.
Finally, this study focused solely on Airbnb to represent collaborative consumption as a whole. As mentioned in the beginning of this study, collaborative consumption has been incorporated into industries like accommodation, transportation, e-commerce, and tourism among others (Belk, 2014; Tussyadiyah, 2015; Lee, 2016). Some aspects of this study might not be applicable on different cases of collaboration consumption, such as Uber, TaskRabbit, etc. Future studies could consider applying this model on other cases of collaborative consumption and comparing the two to see if the same conclusions are derived.
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APPENDIX
Good day!
Thank you for agreeing to take part in this important questionnaire; investigating the antecedents of behavior intentions toward collaborative consumption through the case of Airbnb (i.e. why people use Airbnb). This questionnaire is adapted from Azjen's Theory of Planned Behaviour (TPB). It will take approximately 5 minutes to complete. This is an anonymous survey and all answers provided will be treated as confidential. Your critics and suggestions toward this study are fully welcomed and will be greatly valued.
This questionnaire has been made available as part of a master thesis completion by Melvina Harsobisono under the supervision of Professor Hu Kai Chieh from the Department of Business Administration of Soochow University.
Brief Introduction
Collaborative consumption is a peer-to-peer-based activity of obtaining, giving, or sharing access to goods and services (Hamari et al., 2015). This refers to platforms like Airbnb and Uber. Using or staying in Airbnb accommodation means renting a room or a whole housing unit owned by local community (usually at a relatively cheaper price and more disperse locations) (Belk, 2014). In this questionnaire, participant will be asked to rate his/her experience and/or impression toward Airbnb through 19 five-point-agreement-scale questions.
If you have used/stayed in Airbnb accommodations before, please response to following questions based on your experience using Airbnb /staying in Airbnb accommodations.
If you have NOT used/stayed in Airbnb accommodations before, please response to following questions based on your impression toward Airbnb.
Please turn to the next page to start.
Strongly
Disagree Disagree Neutral Agree
Strongly Agree Enjoyment
I (would) enjoy staying in Airbnb accommodation while
traveling
□ □ □ □ □
Traveling is/would be more interesting with Airbnb
□ □ □ □ □
Staying in Airbnb accommodation is/would be a fun
experience
□ □ □ □ □
Safety
I consider Airbnb as a reliable accommodation service to
use while travelling
□ □ □ □ □
I consider Airbnb accommodation to be a safe place to stay
while travelling
□ □ □ □ □
I do not /will not feel secure staying in Airbnb
accommodation while travelling
□ □ □ □ □
I do not /will not consider Airbnb as a reliable
accommodation service to use while travelling, because it is run by someone who is a stranger to me
□ □ □ □ □
Attitude
Using Airbnb/staying in Airbnb accommodations while
traveling is/would be Pleasant
□ □ □ □ □
Using Airbnb/staying in Airbnb accommodations while
traveling is/would be Good
□ □ □ □ □
Using Airbnb/staying in Airbnb accommodations while
traveling is/would be Beneficial
□ □ □ □ □
Using Airbnb/staying in Airbnb accommodations while
traveling is/would be Valuable
□ □ □ □ □
Subjective norm
Most people who are important to me (family, relatives, friends, colleagues) think that I should (continue to) use/stay in Airbnb while traveling
□ □ □ □ □
Most people who are important to me have used/stayed in
Airbnb while traveling
□ □ □ □ □
People whose opinions I value would prefer that I
(continue to) use/stay in Airbnb while traveling
□ □ □ □ □
Perceived control
It is entirely up to me to use/stay in Airbnb while traveling
□ □ □ □ □
I am confident that if I want, I am capable of using/staying
in Airbnb while traveling
□ □ □ □ □
I have resources, time, and opportunities to use/stay in
□ □ □ □ □
Airbnb while traveling Behavior intention
I will (continue to) use Airbnb
□ □ □ □ □
I am willing to recommend Airbnb to others
□ □ □ □ □
Personal Information
Gender：
□
Male□
FemaleAge：
□
18 or under□
19-25□
26-35□
36-45□
46-55□
56 orabove
Nationality: ____________________________________
Highest education：
□
Middle school graduate (or lower)□
High school graduate□
College/Diploma□
Bachelor degree□
Master degree□
Doctorate or Professional degreeOccupation：
□
Student□
Public sector□
Private sector□
Self-employed□
Unemployed□
Retired□
Housemaker/housewife□
Other (please specify) _______________________Have you used and/or stay in Airbnb accommodations while travelling before：
□
No (You may stop here)□
Yes (Please continue to the next question) Purpose(s) of travel：□
Leisure□
Business□
Research□
Volunteer□
Other (please specify) ____________________This is the end of this questionnaire.
~THANK YOU FOR YOUR TIME AND PARTICIPATION~