LAUSR

The online sharing economy can multiply the effects of its traditional counterparts. This study intends to explore consumer behavior for the sharing economy in the hotel industry. To that end, this study explores the relationships between variables for online and offline hotels to identify the differences in both relationships. In addition, this study compares the results from two research methods: structural equation modeling (SEM) and qualitative analysis with structural associations. The survey examines both Airbnb (online hotels) and conventional hotels. From SEM analyses for Airbnb and conventional hotels, all the variables have significant positive impacts on satisfaction, which then has a significant positive impact on repurchase intention. This study also discusses the differences in the coefficients for both targets. Qualitative analysis with structural associations supports different relationships and one unique relationship with structural associations for Airbnb.