Explicando el Consumo Colaborativo a través de la Teoría de la Acción Racional
una aplicación con usuarios de Airbnb
DOI:
https://doi.org/10.11606/issn.1984-4867.v30i2p290-306Palabras clave:
Consumo colaborativo, Teoría de la Acción Racional, Actitudes Norma subjetiva, AirbnbResumen
El fenómeno del consumo colaborativo ha ganado notoriedad en el mercado global, pero sigue siendo incipiente dentro de la literatura académica. Basándose en este hallazgo, este artículo pretende verificar la aplicabilidad del modelo de Teoría de la Acción Racional en el contexto del consumo colaborativo. Para esto se realizó una investigación cuantitativa, aplicando una survey con 208 usuarios de los servicios de Airbnb Hosting Platform en Brasil. Mediante el análisis de regresión lineal múltiple, los resultados indicaron que las actitudes relacionadas con el comportamiento y la norma subjetiva de los consumidores influyen positivamente en la intención de utilizar los servicios de Airbnb. Así, el estudio presenta evidencias de que el uso de la Teoría de la Acción Racional es válido en el contexto del consumo colaborativo, contribuyendo a la comprensión teórica de este tema con respecto al comportamiento de los turistas consumidores.
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