Digital Platforms in the Sharing Economy: A Case of Airbnb Within An Emerging Economy

Abstract

The study explored the factors that influence the adoption of Airbnb in Ghana with culture as a moderating variable. Most studies on Airbnb adoption have only focused on the factors that influence users’ adoption of Airbnb. Theoretically, several theories have been employed to studies about adoption of Airbnb, including the Unified Theory of Acceptance and Use of Technology (UTAUT) by Venkatesh et al. (2003). Moreover, most studies on Airbnb adoption were conducted quantitatively; only few studies have examined the adoption of Airbnb qualitatively. In addition, in Africa few studies have been conducted with most studies being conducted in South and East Africa. However, there have been several studies on Airbnb in other developing and developed countries outside Africa. Therefore, this study adds up to the few studies that examined the role of culture on the factors that influence users’ adoption of Airbnb. In order to address these gaps, the study combines the Unified Theory of Acceptance and Use of Technology (UTAUT) and Hofstede’s cultural dimensions as the theoretical lens to examine the factors that influence users’ adoption of Airbnb in Ghana. The study employed the qualitative method approach and employed convenience sampling, purposive, and snowball sampling techniques. An interview as a data collection instrument was used to gather data from 17 respondents. Thematic analysis was deployed to analyse the data collected. The findings indicate performance expectancy, effort expectancy, and social influence had an influence on behavioural intention. Facilitating conditions also had an influence on user behaviour as well as behavioural intention. Culture also moderated the influence of the factors on behavioural intention. Also on the nature of Airbnb in Ghana, the findings indicate that the Airbnb platform is a mobile-based platform and requires users to use a mobile devise with an active Internet to access it. Most users were from the active middle class in society. The study recommends that Airbnb continue to make its platform very easy to use without compromising its operation. The study further recommends Airbnb hosts liaise with organisations whose employees embark on a lot of travels within the country to patronize their services since the findings indicate that most users are influenced by their organisation. The study contributes to the limited studies on Airbnb conducted in West Africa and Ghana to be precise. The findings call for future research to use the UTAUT model quantitatively and qualitatively (Mixed method), using socio-demographics as moderators to examine hosts' and users' use of Airbnb in Ghana. Also, the study calls for future studies that examine Airbnb hosts regarding their behavioural intention to avail their facilities for the Airbnb platform.