The Relationships between Website Quality and Purchase Intention based on the Stimulus-Organism-Response Framework - The Case of Airbnb

• Main Authors: CHUNG,WEI-YU, 鍾崴宇
• Other Authors: CHEN,YAN-LUAN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/5bg29e

碩士 === 德明財經科技大學 === 行銷管理系 === 107 === 　　The fast growing integration between internet and mobile technology has created a new phenomenon of sharing economy. Many people think that sharing the economy is a changing force, can shape the way consumption and business operations, Airbnb is the most classic example. There are more and more website for booking and ticketing, how to stand out among many homogenous websites has become an important issue of Airbnb. For realizing how influence consumers used Airbnb, we applied S-O-R Model in research, and analyzed the questionnaires according to four variables: website quality, perceived value, trust, and purchase intention. We further analyzed the website quality characteristics of Airbnb that can be further prioritized and improved by effective decisions. 　　The study adopts the questionnaire survey to collect data. A total of 306 respondents were collected. Data were analyzed by descriptive statistic, T-test, One-way ANOVA, Pearson’s correlations, regression analysis, and important-performance analysis. The results show: (1) Website quality has a significant positive impact to perceived value, trust, and purchase intention. (2) Perceived value has a significant positive impact to trust and purchase intention. (3) Trust has a significant positive impact to purchase intention. (4) Perceived value and trus have the partial mediation impact from website quality to purchase intention. (5) The website quality characteristics of Airbnb could be prioritized and improved including information integrity, system security, perfect after-sales service, and quick reply. 　　Finally, we conclude the findings and recommendations based on our research results.