探討消費者對於共享經濟平台的信任及持續使用意圖

Investigating Consumers’ Trust and Continuance Intention of The Sharing Economy Platform

蔡枚蓁(Mei-Chen Tsai)

指導教授 ： 李家瑩

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2019年)

摘要

如今，共享經濟平台Airbnb的發展越來越普及化，且處於盛行階段，但是只有少數文獻探討信任機制對於Airbnb所造成的影響。然而，在共享經濟的發展中，信任機制是促進消費者參與Airbnb住宿共享現象的主要基礎。為了更加瞭解信任機制對於Airbnb的重要性，本研究透過信任建立模式（TBM）進行實證探討，將信任的前置因素分成基於情感的因素（信息）以及基於認知的因素（動機），進而瞭解消費者如何在Airbnb建立信任。本研究透過SmartPLS進行假說檢測並驗證結構模式。研究結果表示，基於情感因素的「評價數量」、「資訊品質度」與「媒體豐富度」對於信任產生正向影響；而基於認知因素的「環境效益」、「地點效益」與「真實性」對於信任有顯著影響。此外，信任是消費者對於Airbnb持續使用意圖的關鍵決定因素。綜上，本研究期以透過研究結果，為Airbnb及其他同樣身處於共享產業中的公司，提供關於如何加強消費者信任及持續使用意圖，藉以保有現有客戶並開發潛在客戶的參考建議。

關鍵字

共享經濟 ； Airbnb ； 信任建立模式 ； 基於情感的因素 ； 基於認知的因素

並列摘要

Despite Airbnb’s vibrant prevalence as a sharing economy platform nowadays, few studies have examined the role of trust in Airbnb. However, trust is the primary foundation motiving users to participate in sharing phenomena on Airbnb. To better understand the importance of trust in Airbnb, this study empirically explores how customers develop their trusting beliefs in Airbnb through affective-based factors (information) and cognitive-based factors (motivations) on the basis of trust building model (TBM). This study used a bootstrapping with 5000 samples of 416 cases to test the structural model as well as the hypotheses testing with SmartPLS 3.0. Results indicated that rating volume, information quality, and media richness of affective-based factors positively affect trust in Airbnb, whereas cognitive-based factors significantly influence trust in Airbnb, in terms of environmental benefits, locational benefits, and authenticity. Furthermore, trust in Airbnb is a key determinant of users’ continuance intention on Airbnb. Thus, the findings of this research provide practical suggestions for Airbnb and also for other firms in the sharing economy, about how to improve users’ trust and continuance intention for the purpose of maintaining existing customers and attracting potential customers.

並列關鍵字

Sharing Economy ； Airbnb ； Trust Building Model ； Affective-based Factors ； Cognitive-based Factors

參考文獻

REFERENCES

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