Author(s): Zhuofan Zhang
Modern consumers are constantly craving novel experiences, which signify a broader shift toward experiential consumption where individuals value not just products or services, but the stories, meanings, hedonic benefits, emotions involved when seeking out experiential opportunities. Given the above growing trend, the current study explores the construct of Intentions for Engaging in Novel Experience and investigates the underlying factors, such as autonomy, that drive individuals’ intention to engage in such experiences. To accomplish the aim of the study, the methodology is structured in two parts. The first part (Study 1a, 1b, and 1c) focuses on the development of a measurement scale for the construct, including assessments of model fit, along with its convergent, discriminant and nomological validity, with the construct of autonomy incorporated to establish theoretical grounding. The second part (Study 2) analyzes secondary data from Airbnb, examining intentions for novel experience through the lens of the variables revolving around decisions, stimulation, and self-determination (autonomy). Together, the two parts of this mixed-methodology study offer an integrated perspective on understanding the intention to pursue novel experiences and conclude that autonomy is a key factor of consumers’ motivation to engage in such experiences.