Consumer motivation to choose Airbnb plus homes

Airbnb Plus is an upscale lodging service offered by the Airbnb platform. The Airbnb Plus business has become a noteworthy marketing phenomenon and the customer behavior of Airbnb Plusnecessitates academic attention. Drawing on the theory of planned behavior, a conceptual modelis established and tested to provide insights into the consumer’s motivation and intention to adoptan upscale marketing offering of the accommodation sharing economy system. A total of 342 validresponses were collected through an online survey. The results show that economic benefits, homebenefits, authenticity, hedonism, and quality each positively influence the consumer’s intention toadopt Airbnb Plus. In addition, hedonism emerges as the strongest predictor of the intention to chooseAirbnb Plus homes. Neither social interaction nor social status has a significant effect on the intentionto use Airbnb Plus.