| Abstract: | Previous literature on consumer decision-making and innovations (e.g. Airbnb) largely concentrates on positive consumer responses and is prone to pro-innovation bias, while consumer discontinuance has yet to be considered. This research aims to investigate factors leading to consumer discontinuance in Airbnb usage by analysing online reviews. Data were analysed using an inductive qualitative content analysis approach. The findings distinguish between online and offline service issues as key determinants of discontinuance, and a graphic representation of discontinuance drivers is provided to better understand this phenomenon. This research highlights the importance of discontinuance as a new research stream and provides a grounded understanding of its antecedents. |
