A Study of Consumer Satisfaction and Repurchasing Behavior of Sharing Economy- The Case Study of Airbnb in Taiwan

• Main Authors: Ching-Yi Chen, 陳靜儀
• Other Authors: Zheng-Yi Shon
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/x2fw7p

碩士 === 台南應用科技大學 === 國際企業經營系碩士班 === 104 === The fast growing integration between internet and mobile technology has created a new phenomenon of sharing economy. These “new economies” has effectively relocated scarce resources, stimulate potential demand. Not only consumers, but also governments throughout the world are fascinating about the old concept in new innovation. Entrepreneurs are also highly interested in these new economies. A lot of platforms are formulated in the past decade, including Uber, Airbnb, and Zipcar. Though the market size in Taiwan is limited, the global-connected websites and internet services can still bringing the new business model into this tiny island. For better understanding the emerging business activities, this study aimed to find out consumer behavior, acknowledgments, satisfaction, and willingness to repurchase of sharing economies through sampling survey. Since it’s the only legal service in Taiwan, Airbnb is the case to be analyzed. 211 samples of consumers based in Taiwan are collected through web-based questionnaire. Statistical tools including T-test, regression analysis, ANOVA and Chi-square testing, are applied to analyze the collected data. It was found that the socio-economic variables have significant impacts on consumer behavior, while some of the consumer behaviors have impacts on both living space and platform service. The cost of rental is the most important factor of consumption decision making. Since low cost is the prior decision variable, cleanness is hence the most important factor of service quality. At last, the attitude towards sharing economy has huge impacts on the satisfaction of both living space and platform service, also the biggest factor impacting repurchasing behavior. All platform operators and living space providers should be aware of these research findings for better decision makings in the future.