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Consumer motivation to choose Airbnb Plus homes


 This paper examines the relationship between consumer motives and the intention to use Airbnb Plus homes. An online survey generated 342 valid responses. The results show that economic benefits, home benefits, authenticity, hedonism, and quality each positively influence the consumer’s intention to adopt Airbnb Plus. Hedonism emerged as the strongest predictor of the intention to choose Airbnb Plus homes. Neither social interaction nor social status has a significant effect on the intention to use Airbnb Plus.
