共享租屋Airbnb平台使用滿意度分析

目前國民的旅遊方式已改變，過去多以跟團找旅行社的方式進行國外旅遊。現在越多旅客選擇採用自由行的方式，豐富的網路資訊加上行動上網的普及化，使得國民搜尋或比較資料也越容易。不論住宿、機票、車票等皆可透過網際網路來進行價格上的比較以及商品的挑選，越來越多的線上訂房、購票網站等以平台作為經營方式的新創企業出現。然而，在共享經濟的興起之下，以「共享」為概念所營運的企業也越來越多，如:Uber、Airbnb、Wework。面對競爭激烈的市場企業如何以出色的行銷在眾多的同質性的共享網站中脫穎而出，共享平台的滿意度調查便成為重要之參酌標準，本研究試圖了解使用網站時影響滿意度的因素為何。本研究以SPSS25作為資料分析軟體，並採用皮爾森相關係數及簡單回歸分析為工具，試圖了解消費者會不會因為Airbnb網站上的商品價值、事前交易成本、網站平台的環境品質影響使用滿意度。本研究中經相關分析發現事前交易成本與滿意度並無相關性。因此，本研究當中並不針對事前交易成本進行迴歸分析做解釋。研究結果顯示網站平台的環境品質為影響滿意度的主要因素，且知覺價值及網站平台的環境品質皆正向顯著的影響滿意度。期望分析結果可以為共享經濟產業提供行銷策略參考的方向，提升共享企業的市場競爭力以及使用滿意度。

關鍵字

知覺價值；事前交易成本；網站平台的環境品質；使用滿意度

並列摘要

Nowadays, the way of our citizens traveling around the world have changed. In the past few decades, people used to book package tour from travel agency, but now tourists tend to have more alternative choices by searching online. With the abundant information of the internet and the popularity of mobile on-line, our citizens find it more easily both searching and making comparisons for the information of traveling. The price of accommodation, airplane tickets or train tickets are easily to be found and compared through internet. Numerous of enterprise that serve as exchange platform have arouse for the past several years and so as the rapid growth amount of sharing firms such as Uber, Airbnb or Wework etc. In order to make the marketing stand out from the fierce competition, a comprehensive analysis of online customer satisfaction of sharing firms is a necessity. Thus, this research is trying to discuss the effect of perceived value, transaction cost, website quality toward user satisfaction on online sharing platform. The research of this analysis is based on SPSS version 25 as a tool for data analysis and exemplify the research results with Pearson correlation and Simple regression analysis. The result shows that “perceived value” and “website quality” both positively and significantly correlated with user satisfaction. Furthermore, that the website quality is the main factor toward user satisfaction. However, in this research transaction cost is not correlated in Pearson correlation. Therefore, the variable “transaction cost” would not be discussed in the Simple regression analysis. Based on the research result, we hope to make a series of recommendations regarding future measurement of sharing economy industry’s marketing success and hence enhance the sharing firm’s competitiveness.