Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Behavioural Intention of Service Providers: Analysis of Airbnb and Grabcar in Malaysia

Author(s): Geetha Subramaniam, Halimahton Binti Borhan, Siti Aisyah Binti Jambak, Balasundram Maniam, Ellen Chung

Sharing economy, a relatively new type of business has become very popular with the rise of technology and where businesses are willing to share their assets and services in the current travel and accommodation sphere. Using the Social Exchange Theory to understand the behavioural intention of service providers, this study tries to examine whether exchange factors such as economic benefits, moral motives, social-Hedonic motives, sustainability and sharing attitudes influence the service provider’s motives to participate in Airbnb, Uber and Grabcar services in Malaysia. Using a questionnaire, a survey was done among 100 service providers in Malaysia who provide Grabcar, Uber and Airbnb services. Bivariate analysis was used. Findings show that all the exchange factors have a positive correlation with the behavioural intention. Even though the sharing economy might pose a challenge to the regular taxi drivers and hotels, government regulation should look at a win-win situation that can benefit all stakeholders. As we move on to IR 4.0 and the digital economy, these businesses will be the call of the future.

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