The Impact of Perceived Risk, and Perceived Value on Trust for Airbnb : Using Emotions as the Moderating Variables

• Main Authors: Wen-Li Liu, 劉玟里
• Other Authors: Ren-Fang Cha
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/f83jx2

碩士 === 義守大學 === 管理碩博士班 === 105 === The share of the economy has grown substantially over the past few years and has become an interesting research phenomenon. Many people think that sharing the economy is a changing force, can shape the way consumption and business operations, Uber and Airbnb is the most classic example. Therefore, this study takes Airbnb consumers as the research object to explore whether there are significant differences between perceived risk, perceived value and trust, and then use positive emotions as interference variables to study. A total of 419 copies were collected and 380 valid questionnaires were collected. The regression analysis, independent sample t test and single factor variance analysis were used to analyze the data. The results show that there is a significant correlation between perceptual risk, perceived value and trust, and the perceived value has a mediating effect on perceived risk and trust. Further positive emotions as interference variables, the results found that positive emotions for perceived value and trust between the significant interference effect, confirmed that positive emotions in the establishment of trust to play an important role, when the feeling into faith, the positive emotions so that individuals can have Adequate confidence.