Exploring the Moderating Role of Perceived Risk in Tourists' Post‐Adoption Behavior in the Sharing Economy: Insights From Airbnb in Egypt

Abstract

ABSTRACT This study investigates the post‐adoption behavior of Airbnb users in Egypt, an emerging tourism market where peer‐to‐peer accommodation platforms are rapidly expanding. Building on the Theory of Planned Behavior (TPB) and the Model of Goal‐Directed Behavior (MGB), the model incorporates anticipated emotions and perceived risk to explain continuance intention. Data were collected from 417 domestic tourists with prior Airbnb experience and analyzed using structural equation modeling (SEM). Findings show that attitude, subjective norms, and positive anticipated emotions significantly increase desire to continue using Airbnb, whereas negative emotions diminish it. Desire strongly predicts continuance intention, yet this relationship is significantly weakened by perceived risk, underscoring its critical moderating effect. The study advances behavioral theory by integrating emotional and risk dimensions into TPB and MGB, contributes empirically by examining a Global South context, and offers practical insights for platforms and policymakers to mitigate risks, build trust, and retain users.