DETERMINANTS OF CONSUMER DECISIONS IN THE SHORT-TERM RENTAL SERVICES MARKET (AIRBNB) IN THE ASPECT OF THE SHARING ECONOMY

Purpose: The main objective of the manuscript is to identify the determinants influencing the purchasing decisions of consumers using short-term rental services as an aspect of the sharing economy. Design/methodology/approach: The study was conducted using an online survey method, and the research tool was a Google Forms. The subject scope of the study was consumers – members of Facebook groups dedicated to tourism, who had experience using Airbnb platform services. Findings: The results of the study allow for the identification of consumer attitudes towards Airbnb services, the identification of key determinants of the use of Airbnb services and the identification of unique experiences that consumers using Airbnb services expect. Research limitations/implications: Research limitations concern the size of the research sample. In addition, the article presents a statistical analysis of data conducted on the basis of structure indicators and correlation analysis. Practical implications: The results and conclusions from the study regarding consumer preferences in using Airbnb services, the main determinants of choosing Airbnb services and the unique experiences that consumers expect constitute an important guide for entities on the Airbnb services market in terms of shaping their product offering. Originality/value: The originality of the article lies in the comprehensive identification of key determinants of the use of Airbnb services by consumers and the identification of unique experiences that consumers using Airbnb services expect.