共享經濟Airbnb信任與持續使用意圖研究

Abstract

隨著網路科技的普及，人們得以掌握的資訊與資源日益擴增，也透過各式平台的整合讓人們得以從中獲得供應或是需求上的滿足。伴隨著共享經濟的盛行，像Airbnb此類的平台將越來越受到矚目，然而過去的確有許多關於共享經濟的研究，但確切針對平台使用者之持續使用意圖相關影響因素做一實際的探討和追蹤乃鮮少被關切的，因此本研究以Airbnb為研究主體來了解Airbnb使用者對於Airbnb平台的持續使用意圖。以過去文獻作為研究基底，進而發展出我們的研究假說與模型。 本研究依據共享經濟、Airbnb、社會推薦、資訊科技品質、交易安全與隱私權、品牌形象、聲譽與訊息品質、溝通與互動、信任、方便、價格及持續使用意圖架構出研究之主題。針對台灣Airbnb使用者作為研究對象，採用網路問卷調查法，使用抽樣的方式為便利抽樣，針對各級學生和家長、上班組作為受測對象。在網路問卷的部份，本研究使用Google網路問卷調查工具，透過PPT、FB問卷社群、SurverCake問卷平台發放，發出400份問卷，有效問卷為395份，使用的研究方法包括敘述性統計、信度分析和結構方程模式等。 研究結果：（一）共享經濟Airbnb平台「IT品質」、「交易安全及隱私」對共享經濟Airbnb平台使用者的「平台系統信任」呈正向顯著影響。（二）共享經濟Airbnb平台的「品牌形象」、「溝通與互動」對AIRBNB使用者「餐飲提供廠商的信任」呈正向顯著影響。（三）共享經濟Airbnb平台使用者對「平台系統的信任」與「餐飲提供廠商的信任」對其「持續使用意圖」呈正向顯著影響。（四）共享經濟Airbnb平台使用者知覺的「方便」對其「持續使用意圖」呈正向顯著影響。（五）共享經濟Airbnb平台使用者知覺的「價格」對其「持續使用意圖」呈正向顯著影響。 本研究之實務貢獻在經由本研究結果可得知，消費者的資訊科技品質、交易安全與隱私權、品牌形象與溝通與互動分別對於Airbnb信任與供應商信任有正向影響，因此當Airbnb經營者想要提升消費者信任，並維持競爭優勢，可以考慮從消費者所重視的資訊科技品質、交易安全與隱私權、品牌形象與溝通與互動著手改進。With the popularization of Internet technology, the information and resources that people can master are increasing, and the integration of various platforms allows people to obtain supply or demand satisfaction from them. With the prevalence of the sharing economy, platforms such as Airbnb will attract more and more attention. However, there have been many studies on the sharing economy in the past, but we have made a practical discussion and analysis of the factors related to the continuous use intention of platform users. Tracking is rarely a concern, so this research uses Airbnb as the main body of research to understand Airbnb users’ intention to continue using the Airbnb platform. Using the past literature as a research base, we develop our research hypotheses and models. This research is based on the sharing economy, Airbnb, social recommendation, information technology quality, transaction security and privacy, brand image, reputation and information quality, communication and interaction, trust, convenience, price, and continued use intention to structure the research topics. Aiming at Taiwanese Airbnb users as the research object, the Internet questionnaire survey method is used, and the sampling method is convenience sampling, and students, parents, and working groups at all levels are used as the test objects. In the part of the online questionnaire, this study uses Google online questionnaire survey tools, distributed through PPT, FB questionnaire community, and the SurveyCake questionnaire platform. 400 questionnaires were sent out, of which 395 were valid. The research methods used include narrative statistics. , Reliability analysis and structural equation model. Research results: (1) The "IT quality" and "transaction security and privacy" of the sharing economy Airbnb platform have a positive and significant impact on the "platform system trust" of users of the sharing economy Airbnb platform. (2) The "brand image" and "communication and interaction" of the sharing economy Airbnb platform have a positive and significant impact on AIRBNB users' "trust of catering providers". (3) Sharing economy Airbnb platform users' "trust of the platform system" and "trust of catering providers" have a positive and significant impact on their "sustained use intention". (4) The perceived "convenience" of users of the sharing economy Airbnb platform has a positive and significant impact on their "sustained use intention". (5) The "price" perceived by users of the sharing economy Airbnb platform has a positive and significant impact on their "sustainable use intention". The practical contribution of this research is based on the results of this research. Consumers’ information technology quality, transaction security and privacy, brand image and communication and interaction have positive effects on Airbnb’s trust and supplier’s trust. Therefore, when Airbnb operates If you want to enhance consumer trust and maintain a competitive advantage, you can consider improving the quality of information technology, transaction security and privacy, brand image and communication and interaction that consumers value.