知覺價值與服務品質對 Airbnb 平台使用者的顧客忠誠影響之研究：以關係品為中介因素

Abstract

在現代，越來越多的人對旅行和探索新目的地和文化感興趣，住宿已成為酒店業中最重要的因素之一。因此，點對點（P2P）住宿服務成為全球現代人極具競爭力和便利的平台，讓主人和客人直接交流。作為共享經濟的P2P平台，Airbnb在商業市場上非常受歡迎。許多研究表明，當談到旅行和款待時，許多因素可以影響客人的需求、要求、行為和滿意度。有些客人還更喜歡一個更可信和適合他們旅行期間居住的平台。此外，平台的特點，如其直接、速度、信息共享、使用便利性、對其運作方式的理解以及價格等，都是重要的特點（Diogo Marino de Castro Cardoso，2018）。研究將發現信任和承諾的中介因素在感知價值、服務質量和客戶忠誠度之間起到一定的作用。我們從大約200位使用Airbnb平台的個人中收集了數據，以進行此項研究。回歸分析被用來衡量研究建構和測試概念下的假設。

In modern times, more and more people are interested in traveling and exploring new destinations and cultures, accommodation has become one of the most essential factors in the hotel industry. As a result, peer-to-peer (P2P) accommodation services, which are platforms where hosts and guests communicate directly with each other, have become very competitive and convenient for modern people worldwide. Airbnb, which is used as sharing economy P2P platform, has become extremely popular in business market. Many studies have shown that many factors can influence the needs, requirements, behaviors and satisfactions of guests when it comes to travel and hospitality. Some guests also prefer a more trustworthy and suitable platform for their stay during their travels. Moreover, the features of the platforms such as their straightforwardness, speed, information sharing, ease of use, understanding of how they work and pricing are important features (Diogo Marino de Castro Cardoso, 2018). The study will find that mediating factors of trust and commitment play a role between perceived value, service quality and customer loyalty. We collected data from approximately 200 individuals who have used the Airbnb platform for this research. Regression analysis was used to measure the research constructs and test the hypotheses under the conceptual.