Abstract:
Airbnb, an online platform through which users register and rent hospitality services to tourists, is one of the biggest online marketplaces in most countries around the world, including Indonesia. This study attempted to measure factors influencing users' continuance intention (CI) of Airbnb in Indonesia by using the Modified Unified Theory of Acceptance and Use of Technology (UTAUT) 2 Model through surveying 400 valid respondents. The result revealed that five factors out of the eight factors examined influence users' CI, namely, habit (H), trust (T), hedonic motivation (HM), price-saving orientation (PSO), and facilitating conditions (FC). Only gender moderates the influence of FC and HM on CI. Airbnb management can use this model to improve their services and increase their customer base in the coming years.
