Barriers to the Adoption of Sharing-Based Accommodations: The Role of Personal Innovativeness and Compatibility

Abstract

Sharing-based accommodations services are experiencing rapid global growth, driven by their inherent advantages. Nevertheless, alongside the benefits, these services are also accompanied by costs and potential risks. Intriguingly, the factors impeding or restricting consumer adoption of sharing-based accommodations have not been comprehensively investigated thus far. This study utilized innovation resistance theory (IRT) to investigate the influence of various barriers on the intention to use sharing-based lodgings services. Additionally, this study extended IRT by examining the impact of personal characteristics (innovativeness and compatibility) on consumers’ perceived resistance and intention to use sharing-based accommodations services. A quota sample included 493 individuals who were aware of sharing-based accommodations services and had traveled within the past 6 months. Path analysis utilizing structural equation modeling was used to test the research hypotheses. The study’s findings demonstrated that several barriers have a detrimental impact on individuals’ intentions to engage in sharing-based accommodation, except for image barriers and usage barriers. In addition, consumers’ innovativeness and compatibility characteristics negatively impact barriers and positively impact intention to use sharing-based accommodations. Based on these findings, sharing-based accommodations providers, individuals or businesses providing accommodations, and localities providing tourism services can design more effective strategies to attract users.