| Summary: | 碩士 === 東海大學 === 餐旅管理學系 === 106 === With the rapid growth of the sharing economy, especially in tourism-related services, there is a need to further investigate the perception of participants and their willingness to share living space. Despite mounting interest in the topic, little is known about the determinants of this house-owner’ behavior, which is investigated within this study. Extended theory of planned behavior, theory of reasoned action and other relevant literatures were adopted to develop the research framework to examine the relative influence of social norms on perceived risk, perceived behavior and finally sharing intention on collaborative consumption. Additionally, trust has been hypothesized as moderator in the relationship between perceived value, perceived risk and sharing intention. Quantitative research method was employed in which 400 valid questionnaires were received from Taiwanese and Vietnamese responses.
The results emphasize the high importance of social norms that strongly affect the individuals’ perception towards potential value and risk in peer to peer market. It is also revealed from this study that the evaluation of social norms is different between the two groups of Vietnamese and Taiwanese respondents. Besides, trust is discovered as the top priority determinant in sharing willingness. Implications for further collaborative consumption research and suggested managerial strategies are critically discussed.
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