THE ROLE OF MOTIVATION AND CONSTRAINT FACTORS IN FORMING REPURCHASE INTENTION OF COLLABORATIVE CONSUMPTION PLATFORM

• Main Author: Silmi Faizal, Qinthara
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49441
• Institution: Institut Teknologi Bandung

The advancement of technology has created a transformation from traditional market behavior into a collaborative consumption model. The concept of collaborative consumption has gained widespread around the world in the past few years as several well-known companies such as Airbnb, Grab, and eBay used this kind of business to keep profitable and sustainable amidst the fast-changing of digital era. However, in Indonesia, the presence of Airbnb as one of the collaborative consumption platforms acts as a strong competitor for hotel industry which leads to a decrease in hotel occupancy rate since people prefer to use Airbnb rather than a hotel. Their decision to shift from hotel to Airbnb is certainly based on several motivations and limitations that inspire them to choose Airbnb. This research explore several motivation and constraint factors such as price value, authenticity, novelty, enjoyment, social interaction, home benefits, perceived risk, distrust, and insecurity which are adapted from related journals and combined it with the theory of planned behavior (TPB). The PLS-SEM method is used to analyze the relationship between factors, consumer's attitudes on repurchasing Airbnb, subjective norms, perceived behavioral control, and repurchase intention. The findings of this research indicates that the constraint factors doesn’t influence consumers intention to repurchase Airbnb meanwhile the motivation factors such as price value, novelty, and enjoyment is significantly influence consumers intention to repurchase Airbnb. The analysis is expected to provide businesses and marketers with result that should be highly considered to influence consumer’s intention to repurchase collaborative consumption platform and marketing programs that can help small hotel marketer to compete with Airbnb.