Impact of Motivation in the Sharing Economy and Perceived Security in Attitude and Loyalty toward Airbnb

The current study regarding the rapidly developing sharing economy businesses based on ICT explored how motivation for the sharing economy and perceived security affect both attitude and loyalty toward one of the sharing economy businesses, Airbnb. The results from the structural equation modeling analysis showed that enjoyment and reputation had a positive effect on attitude toward Airbnb, whereas other motivation aspects such as sustainability and economic benefits seemed not to have any significant effect. In addition, mobile users’ security perceptions of Airbnb, which were found to be significantly influenced by governmental regulations and Airbnb’s security policy, were likely to positively contribute to the attitudes toward Airbnb. Finally, the paper stressed the growing importance of consumers’ security perceptions for building a successful business based on the sharing economy while at the same time articulating the drivers that motivate enjoyment and reputation.