Los valores humanos como predictores de actitudes colaborativas y la intención de utilizar la plataforma de alojamiento de Airbnb
DOI:
https://doi.org/10.18046/j.estger.2021.160.3991Palabras clave:
consumo colaborativo, valores humanos, AirbnbResumen
Este estudio tuvo como objetivo identificar el poder predictivo de los valores humanos en las actitudes y la intención conductual con relación al consumo colaborativo. Para ello, se adoptó un enfoque cuantitativo con la aplicación de una encuesta a 208 consumidores de la plataforma de alojamiento Airbnb. Los encuestados respondieron preguntas sobre valores básicos, a partir de la teoría funcionalista de los valores humanos, las actitudes y la intención conductual. Los resultados apuntan a una correlación significativa entre la subfunción experimentación y actitudes relacionadas con el uso de los servicios; esto indica que los valores que componen esta subfunción influirían en las actitudes de los consumidores respecto al servicio de la plataforma. Por lo tanto, estos resultados apoyan el uso de valores humanos como facilitadores en la promoción de conductas colaborativas.
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