| Summary: | 碩士 === 國立屏東大學 === 休閒事業經營學系碩士班 === 106 === As we enter the 21st century, rapid development of technology brings about the Digital Age. The website of hotel-review integrates information - searching, rate - reviewing, and hotel-reserving. Its convenience also makes this type of platform increasingly popular, such as Airbnb.com.. Airbnb.com. is a shared-economic platform, and it’s service scale in 191 countries around the world, 65,000 cities, more than 3 million listings to choose from, and the use of this platform is to reach 150 million users. This study mainly adopts the research method of means-end chains, which will analyze the online reviews of Airbnb.com. to get variables of this study, and interview with consumers who has experiences of Airbnb.com.. The aim of the study is to explore the relationship between the inner sense perception of consumers when they choose home sharing.
The results of this study show the consumers often mention attributes variables of ‘clean and comfortable’, ‘friendly host’, ‘nice location’ ,and consequences variables of ‘easy traveling’, ’home away from home’, ‘feel pleasant’ on their review. On the other hand, the attributes variables of higher perceived linkages in interviewees were ‘reasonable price’, ‘nice location’, ‘like no other’, the consequences variables of higher perceived linkages were ‘save money’, ‘easy traveling’, and ‘relax’. This study draws hierarchical value map of the inner sense perception of consumers by the information from the interview. Thus, infer the content of home sharing products and the viable advertising strategy, as a reference for the company or related practitioners in formulating the relevant marketing strategy
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