A Study of the Influence among Personality, Perceived Risk and Perceived Value to Usage Intension: A Case of Airbnb

• Main Authors: SHAO, YI-CHIEN, 邵宜謙
• Other Authors: LIN, YANG-CHU
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/k45mte

碩士 === 東吳大學 === 企業管理學系 === 105 === Sharing Economy is the term that emerged in recent years, referring to the economic exchange system in which resources are redistributed and shared by Peer-to-Peer exchange technology. Time magazine pointed out in 2013 that sharing economy is one of the top ten creativity that changes the world. the Economist magazine also announced in the same year, with the popularity of Internet communication technology, the era of sharing economy has come. The recently well-known online rental platform Airbnb is an example of sharing economy. In this study, we take Airbnb as an example. For consumers who use the booking websites, we use the sampling way to send surveys, and utilize the results of statistical analysis to explore the influence among personality, perceived risk and perceived value to usage intention of Airbnb. The results show that: (1) Personality have a positive effect on usage intention of Airbnb. (2) The perceived risk has a negative effect on usage intention of Airbnb. (3) The perceived value has a positive effect on usage intention of Airbnb. Through the results, we can understand people with what kind of personality will choose to use Airbnb and the influence between perceived risk and perceived value to usage intention of Airbnb. Also, based on the results of this study, bring some help in practice.