2026/04/01 by Judit BARRULLAS, Soledad Morales-Pérez, Eleni Papaoikonomou +1 · 1 voice
Business, Management and Accounting · Social Sciences · #Digital Economy and Work Transformation #Digital Marketing and Social Media #Sharing Economy and Platforms
paper · pdf · doi:10.20867/thm.32.4.3
openalex publication_date 2026/04/01 · openalex created_date 2026/04/21 · openalex updated_date 2026/07/22
Purpose – This study aims to predict consumers’ behavioral intentions regarding the use of shortterm accommodation platforms (STAP). Drawing on the decomposed theory of planned behavior (DTPB), we provide a nuanced analysis of the motivations that shape STAP use, distinguishing between payment-based and exchange-based platforms. Methodology/Design/Approach – Data were collected through an online survey of users of both payment and exchange STAP, and analyzed using partial least squares (PLS). The study examines how motivations are linked to platform rules, exchange systems, and underlying values, contributing to the literature on collaborative consumption and providing insights for tourism practice and platform management. Findings – The results demonstrate that attitudes and perceived behavioral control significantly influence the intention to use STAP. For payment-based platforms, attitudes are strongly conditioned by authenticity, compatibility, economic utility, social utility, and trust. In contrast, for exchangebased platforms, compatibility and social utility emerge as the most relevant determinants. Originality of the research – To the best of our knowledge, this is the first study to evaluate user motivations for both payment and exchange STAP within a single theoretical model. By applying the DTPB, we extend understanding of consumer behavior in the platform economy and highlight the differentiated drivers of user intention across platform types.