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Advisor(s)
Abstract(s)
A economia de partilha surge como um sistema socioeconómico tendo como base o consumo de bens e serviços através da partilha. A sua rápida expansão foi facilitada através do desenvolvimento das tecnologias digitais, originando a criação de inúmeras plataformas, especialmente no setor do turismo, sendo o Airbnb o exemplo mais sonante. A presente dissertação procura assim compreender os perfis de consumidores e analisar que motivações conduzem à utilização do Airbnb, a maior plataforma da economia de partilha do setor. Para tal, foi conduzido um estudo quantitativo e exploratório, tendo como finalidade analisar diferenças nas motivações para a escolha do serviço Airbnb, em função das características sociodemográficas e da experiência do consumidor. Nesta investigação recorreu-se a uma Análise de Variância Multivariada (MANOVA) e Univariada (UNIANOVA) incluindo as cinco subescalas das motivações para a escolha do Airbnb (MEA), que correspondem a cinco das principais motivações na reserva Airbnb. Para analisar as características psicométricas do questionário MEA na população portuguesa realizaram-se análises de consistência interna e de estrutura fatorial, que revelaram uma boa consistência interna na amostra utilizada. As principais conclusões da presente investigação permitem conferir que os hóspedes entre os 41 e os 60 anos apresentam uma maior motivação pela filosofia da economia de partilha e pelas comodidades. Já os hóspedes com salário médio e acima da média e que se encontram a frequentar o ensino universitário privilegiam a dimensão da novidade. Os anfitriões demonstraram uma maior motivação associada à filosofia da economia de partilha, sendo que os hóspedes que optam por espaços partilhados e quartos privados apresentam maior motivação pela interação. Os hóspedes que ficam alojados entre uma e duas noites revelam menor motivação relativamente às comodidades, novidade e autenticidade. O presente estudo apresenta algumas limitações associadas ao método de amostragem utilizada, que não sendo aleatório não pode ser representativo de uma população, embora as características sociodemográficas apresentadas sejam similares à generalidade da população.
The sharing economy emerges as a socio-economic system based on the consumption of goods and services through sharing. Its quick expansion was facilitated through the development of digital technologies, which in turn led to the development of numerous platforms, especially in the tourism sector, with Airbnb being the most notable example. Thus, this thesis seeks to understand the different consumer profiles and to analyze what motivations lead to the use of Airbnb, the leading platform in accommodation inside the sharing economy. To this end, a quantitative and exploratory study was conducted, aiming to analyze differences in the motivations when choosing Airbnb’s service, according to consumers sociodemographic and service experience characteristics of Airbnb. This investigation performed a Multivariate Variance Analyses (MANOVA) and Univariate (UNIANOVA), including five sub-scales of the Motivations to Choose Airbnb (MCA), which corresponds to five of the main motivations regarding Airbnb booking. To analyze the psychometric characteristics of the MCA questionnaire in the Portuguese population, internal consistency and factor analyses were performed, which revealed a good internal consistency in the used sample. The main conclusions of this research allow to verify that the guests between 41 and 60 years are more motivated by the sharing economy ethos and by the amenities. Guests with average and above average salaries and who are attending university give priority to the novelty dimension. The hosts have shown greater motivation regarding sharing economy ethos, while guests who choose shared spaces and private rooms showed greater motivation for interaction. Guests staying between one and two nights showed less motivation regarding amenities, novelty and local authenticity, when considering booking through Airbnb. This research presets some limitations associated with sampling method used, which, although not random, cannot be representative of a population, although the sociodemographic characteristics presented are similar to general population.
The sharing economy emerges as a socio-economic system based on the consumption of goods and services through sharing. Its quick expansion was facilitated through the development of digital technologies, which in turn led to the development of numerous platforms, especially in the tourism sector, with Airbnb being the most notable example. Thus, this thesis seeks to understand the different consumer profiles and to analyze what motivations lead to the use of Airbnb, the leading platform in accommodation inside the sharing economy. To this end, a quantitative and exploratory study was conducted, aiming to analyze differences in the motivations when choosing Airbnb’s service, according to consumers sociodemographic and service experience characteristics of Airbnb. This investigation performed a Multivariate Variance Analyses (MANOVA) and Univariate (UNIANOVA), including five sub-scales of the Motivations to Choose Airbnb (MCA), which corresponds to five of the main motivations regarding Airbnb booking. To analyze the psychometric characteristics of the MCA questionnaire in the Portuguese population, internal consistency and factor analyses were performed, which revealed a good internal consistency in the used sample. The main conclusions of this research allow to verify that the guests between 41 and 60 years are more motivated by the sharing economy ethos and by the amenities. Guests with average and above average salaries and who are attending university give priority to the novelty dimension. The hosts have shown greater motivation regarding sharing economy ethos, while guests who choose shared spaces and private rooms showed greater motivation for interaction. Guests staying between one and two nights showed less motivation regarding amenities, novelty and local authenticity, when considering booking through Airbnb. This research presets some limitations associated with sampling method used, which, although not random, cannot be representative of a population, although the sociodemographic characteristics presented are similar to general population.
Description
Keywords
Economia de partilha Airbnb Motivações do consumidor Sharing economy Consumer motivations