Abstract:

The recent development of digital economy gave birth to new business models which has the potential to disrupt existing businesses and change consumer behavior. One of these model is the notion of sharing economy. In essence, sharing economy, referred to in other terms such as collaborative consumption or access-based consumption, is the consumer trend of using products intead of gaining ownership, which is facilitated through sharing services. Driven by the popularity of popular sharing services such as Airbnb, the amount of sharing service usage continues to increase around the globe. Indonesia is no exception, given the fact that the country’s two biggest sharing services sector which are online travel and ride hailing is considered to be the largest and fastest growing market in Southeast Asia. As a result, understanding the factors that influences consumers to use sharing services is important. However, research regarding this topic in Indonesia is still lacking. This study aims to identify variables that influences intention to use sharing service by using the theory of access based consumption and the commercial sharing systems model. The context of this study is Airbnb. The research was tested on 170 respondents in Indonesia and processed by using Lisrel 8.5.1. The research found that intention to use sharing services is influenced by relative transaction utility, relative flexibility utility, social utility, familiarity, trust and shareaids.