影響臺灣Airbnb 線上住宿價格因素之研究

Abstract

近年來隨著共享經濟不斷的蓬勃發展，線上短租平台Airbnb在全世界掀起一股潮流，更在2013年進軍臺灣，全臺的短租型套房也逐漸增加，因此房源的價格擬定變得十分重要。國外有許多研究將特徵價格理論 (hedonic price theory) 應用在旅館市場，但鮮少針對亞洲的住宿市場，本篇為第一篇利用特徵價格理論，針對臺灣Airbnb房價的研究，主要目的在探討臺灣六都Airbnb線上住宿價格因素之研究，以Airbnb平台上的特徵因素 (如位置、溝通難易度、準確性、入住、乾淨程度、房源類型、評論數量、正評、負評)，控制變項包含平均生活水平、六都來客數，來探討影響臺灣六都Airbnb價格之因素。本研究資料取自Airbnb平台，房價以六都內的所有房源2018年3月1日至2019年3月1日於Airbnb平台上之價格進行紀錄，刪除不適樣本後，一共蒐集7,716筆房源資料 (2,866整棟房源、618合住房源、4,232私人房源)，並以描述性統計、迴歸分析等方法來分析，根據研究結果發現，準確性、乾淨程度、房源類型、正評對房價皆有正向影響，溝通滿意度、評論數量負向影響房價，並根據以上結果提供未來六都房東定價參考之依據。The sharing economy is booming, Airbnb started a global trend and entered Taiwan in 2013. Short-term rentals in Taiwan are also gradually increasing, so the pricing of room listings on Airbnb have become very important. Many foreign studies have applied the hedonic pricing theory to the hotel industry, but seldom addressed the Asian residential market. The aim of this is to investigate the impact of a variety of characteristics including location, communication, accuracy, cleanliness, the number of ratings and positive or negative comments and type of accommodation on Airbnb with the control variables including family income and number of visitors on each city. Data was collected from March 1st,2018 to March 1st ,2019 in the six largest cities in Taiwan - Taipei, New Taipei, Taoyuan, Taichung, Tainan, Kaohsiung. The total number of room listings is 7,716 (2,866 entire rooms, 618 share rooms, and 4,232 private rooms). The regression results showed that accuracy, cleanliness, room type, positive comments had significantly positive effects on listings prices, in contrast that communication and reviews had significantly negative effects on listings prices. The managerial implication of the paper is also discussed, and the findings provide pricing suggestions for the Airbnb host in Taiwan.