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Consumer Behavior Factors in the Sharing Economy in Russia: the Case of Airbnb

The paper discusses the main approaches to the sharing economy definition, the characteristics of the sharing economy business model, as well as drivers and barriers that consumers of the sharing economy face. Empirical research includes the survey of the Airbnb customers. A series of in-depth interviews followed by quantitative survey are conducted to identify the factors that determine the consumers behavior in the sharing economy. As a result of qualitative and quantitative research, four groups of factors are revealed: economic, social, personal, and environmental. In addition, as a result of cluster analysis, five clusters of consumers are identified: economical, socially active, supporters of new sensations, initiative and home. The results are of great interest to researchers and management practitioners in order to form a deeper understanding of the expectations and behavioral patterns of the Russian customers in a shared economy.