影響選擇住宿Airbnb 因素之探討：自助旅行旅客觀點

Factors Influencing the Selection of Airbnb: From an Independent Tourist's Perspective

林宜親(Yi-Chin Lin) ； 莊凱琮(Kai-Tsung Chuang)

《觀光旅遊研究學刊》 13卷1期 (2018/06) Pp. 33-50

摘要

本研究藉由計畫行為理論瞭解影響自助旅行旅客選擇住宿Airbnb 行為意圖之因素。於2017 年4 月至7 月以滾雪球方式抽樣進行施測，共計324 份有效問卷。本研究樣本以21 至35 歲未婚女性為居多，大多曾在一年內自助旅行。本研究結果顯示，影響自助旅行旅客選擇住宿Airbnb 行為意圖主要因素為，住宿體驗、主觀規範、知覺行為控制、與住宿環境互動；其中以主觀規範對選擇住宿Airbnb 影響最大，而住宿體驗和住宿環境互動之態度因素影響較小。當選擇住宿Airbnb 時，研究樣本較重視親朋好友建議，其次是住宿地點方便性，而住宿特色體驗、認識新朋友等，則是較不重要之因素；即住宿選擇Airbnb 得到參考團體的支持和贊成是關鍵因素。

關鍵字

Airbnb ； 自助旅行旅客 ； 住宿選擇 ； 計畫行為理論

並列摘要

Based on the theory of planned behavior, the purposes of this study were to investigate the main factors influencing potential independent toursits' behavioral intentions toward Airbnb. The questionnaires were distributed from April to July 2017 by using snowball sampling, and a total of 324 valid responses were obtained. Results showed that most respondents were single women between the ages of 21 and 35, and they have traveled by themselves in the past year. Results indicated that lodging experience, subjective norm, perceived behavioral control, and lodging environement and interaction are main factors which can affect trousits' behavioral intentions toward Airbnb. Among these factors, subjective norm is the most influential factor, and attitudes related factors, lodging experience and lodging environment and interaction, are the less influential factors. That is, while selecting accommodations in terms of Airbnb, the recommendation of friends and relatives is the most important factor, and then the transporatation convience of Airbnb; however, attitdues toward loging experience and meeting new friends are less important factors. In other words, the key factor of influencing toursits' behavioral intentions toward Airbnb is the support of refrence group.

並列關鍵字

Airbnb ； independent tourist ； lodging selection ； Theory of Planned Behavior

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