Consumer behavior towards the sharing economy case study of Airbnb in Thailand.

Abstract

The purpose of this research is to find the reasons behind the popularity and expansion of the collaborative economy exploring the fundamentals of sharing in the Thai society, the shift in consumer behavior towards sharing and sharing in correlation to the economy. The study was conducted within the context of the homesharing platform Airbnb with respondents residing in the Bangkok region of Thailand. The findings of this research showed that sharing is embedded in the Thai culture. However, sharing of the home touches upon more personal realm, which most interviewees felt uncomfortable share with a stranger. However, if it was the case of an extra home such as a condo that are not used, many respondents are open to listing them on Airbnb as a way of receiving extra income. Based on the research conducted, the economy has no effect on a person’s likelihood to offer their homes on the homesharing platform. KEY WORDS: Airbnb / Airbnb in Thailand / Sharing Economy Thailand / Consumer Behavior