Abstract:

The sharing economy is an economic principle that has risen thanks to technological advances.  With the rise of this type of C2C markets in the context of the sharing economy, it is important to understand the factors that affect the intention to use these services.  Using the theory of planned behavior and the antecedents of trust, we propose a conceptual research model that outline the factors that may affect the consumer’s intention to engage in such economy.  We test the model on the Airbnb service using an online survey.