The Influence of Website Quality and Service Quality on Consumer Behavior Intention - A Case of Airbnb

• Main Authors: Ke-Wei Yu, 虞可薇
• Other Authors: Tzyy-Jane Lai
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/8f6476

碩士 === 元智大學 === 經營管理碩士班(國際企業學程) === 107 === In recent years, people began to focus on leisurelifestyle. More and more people planning their trip on holidays. In addition, according to the information of Tourism Bureau (104) shows that people travel rate growing up, also shows more and more people preferred accommodation Bed and Breakfast. With the advancement of internet technology, consumers in the booking accommodation mode gradually converted to online reservations, According to the investigation found more and more people received information and watched the content on site through netwirk before they make choice, so the information which provided on website has some degree for users. When users use Airbnb to make reservation, they must contact Airbnb’s website first, so this study focus on site quality and service quality, site quality is divided into three aspects: communication quality, privacy and security. Service quality is divided into Reliability, Responsiveness, Assurance, and Empathy to understand the various factors on Airbnb user’s feeling. This study use Site quality, Service quality, brand reputation, Brand trust and Behavior intention to establish research framework to investigate the process when consumers make a reservation on Airbnb. The purpose of this study try to investigate how Airbnb users perceived the site quality and service quality through their experience. And how their perceived of site quality, service quality and brand reputation influence brand trust. Then investigate how brand trust influences their Loyalty and behavior intention. In this study, we got 278 valid questionnaires and analyzed by descriptive statistics and structural equation models. The results shows that security is the most significant in site quality, assurance is the most significant in service quality, the brand reputation has the greatest influence on the brand trust, site quality is the second, and brand trust has a positive influence on the behavioral intention. Based on the above results, this study suggests Airbnb to enhance the privacy and security systems then maintain routine updates to protect members’ data. Also has to cooperate with a safe and reputable third-party payment. Bed and Breakfast owner must reply every consumer assurance and provide proper services, it will increase the user's trust for the Airbnb platform, thereby enhancing the user re-booking. Keywords: Site Quality, Service Quality, Brand Trust, Behavioral intention, Airbnb