The rise in Airbnb as an industry disruptor for the Hotel & Tourism industry has been felt on a global sale, ranging from developed to emerging economies. Despite decades of academic foundation on identifying factors that leads to positive consumer behaviour, the Airbnb phenomenon has called to question the understanding of consumer needs and demands, especially on a practical level. Relevant empirical evidence has shown that certain consumer behaviour factors may contribute to consumer satisfaction and loyalty for Airbnb, which in turn, constitutes a major aspect of purchasing intention for the brand and its services. Utilizing a mixed method approach, Technology Acceptance Model (TAM), motivational cues, and PERVAL are explored in their contribution to consumer satisfaction and loyalty, with demographical differences and social influence-based variables acting as moderators. Past paper empirical evidence and established theory have shown that these factors may play a significant role in the outcome of consumer satisfaction and loyalty, and with these adaptations on a mixed method approach, quantitative surveys, alongside contextualised qualitative interview sessions will be able to form the basis for a newly developed framework – one that is based on real-world consumer perspectives. Alongside, a segmentation study will be conducted on the demographic data, laying the foundation for a consumer market research understanding of the Malaysian Airbnb market.