Crossing the chasm: resistance to and adoption of Airbnb by Chinese consumers

This study investigates the role of individual characteristics in shaping Airbnb adoption and resistance (unawareness, postponement, and rejection) among Chinese consumers, using a conceptual framework based on innovation diffusion theory and resistance literature. Data were collected from 1010 respondents and analyzed using multinomial logistic regression. Results show consumer demographics, travel and social media use experiences, and some individual traits (e.g., resistance to change) predict adoption/resistance while general trust and rational decision-making style have no significant effect. This study suggests that Airbnb faces challenges crossing the “chasm” but also provides suggestions for Airbnb to penetrate China’s mainstream market.