A STUDY OF AIRBNB USE BEHAVIOR IN THE SHARING ECONOMY
碩士 === 國立虎尾科技大學 === 財務金融系碩士班 === 105 === Following the rise of the sharing economy (SE) and information technology (IT) advancement in recent years, people have been leveraging the features and benefits brought by the internet to create more efficient social activities. Businesses have also hurried...
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| Format: | Others |
| Language: | zh-TW |
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2017
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| Online Access: | http://ndltd.ncl.edu.tw/handle/r3zk3p |
| Summary: | 碩士 === 國立虎尾科技大學 === 財務金融系碩士班 === 105 === Following the rise of the sharing economy (SE) and information technology (IT) advancement in recent years, people have been leveraging the features and benefits brought by the internet to create more efficient social activities. Businesses have also hurried to build sharing platforms to capitalize on the business opportunities brought by the SE. The Airbnb online platform has thus come into existence. This study analyzed Airbnb use behavior using the UTAUT2 model and further elucidated whether the UTAUT2 model is appropriate for explaining such behavior. Using a designed questionnaire as the research instrument and Airbnb users as the potential re-spondents, a total of 408 valid samples were obtained and subject to analysis and testing of causal relationships between potential variables in the structural model using the Smart PLS 3 software. The results reveal the following:
1.Behavior intention is positively affected by hedonic motivation, price value and habit.
2.Use behavior is positively affected by habit, facilitating conditions and behavior intention.
3.This research model has explanatory power of 68% for behavior intention and of 51% for use behavior.
These research results may provide references for relevant organizations in further application.
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