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Consumer segmentation within the sharing economy: The case of Airbnb

Lutz, Christoph; Newlands, Gemma Elisabeth Marjorie
Journal article, Peer reviewed
Accepted version
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URI
http://hdl.handle.net/11250/2500099
Date
2018
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  • Publikasjoner fra CRIStin - BI [641]
  • Scientific articles [1362]
Original version
Journal of Business Research, 2018, 88 187-196.   10.1016/j.jbusres.2018.03.019
Abstract
The sharing economy is a global phenomenon with rapid growth potential. While research has begun to explore segmentation between users and non-users, only limited research has looked at consumer segmentation within sharing economy services. In this paper, we build on this research gap by investigating consumer segmentation within a single sharing economy platform: Airbnb. Utilizing a mixed methods approach, with both a quantitative survey and a qualitative content analysis of Airbnb listings, we compare two different types of accommodation offered on Airbnb: shared room and entire home. Our findings indicate that within a single platform, the variety between offerings can create distinct consumer segments based on both demographics and behavioral criteria. We also find that Airbnb hosts use marketing logic to target their listings towards specific consumer segments. However, there is not, in all cases, strong alignment between consumer segmentation and host targeting, leading to potentially reduced matching efficiency.
Publisher
Elsevier
Journal
Journal of Business Research

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