Believing Negatives or Ignoring Positives:Effects of the Credibility of Two-Way Review Mechanisms on Risk Perception and Reuse Intention

• Main Authors: CHEN, YI-HAO, 陳一豪
• Other Authors: CHANG, YI-CHI
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/99hv9n

碩士 === 東海大學 === 餐旅管理學系 === 105 === The booming development of information technology has affected consumer behavior in recent years. The emergence of peer-to-peer platforms, also known as the “Sharing Economy,” has enabled individuals to share their idle resources with others. The Sharing Economy is an emerging economic and technological phenomenon fueled by the development of information and communication technologies (ICTs), heightened consumer awareness, the wide diffusion of the online community, and expanding opportunities for social sharing (Botsman & Rogers, 2010; Kaplan & Haenlein, 2010; Wang & Zhang, 2012). The main purpose of this research is to explore the credibility, risk perception, and reuse intention of Airbnb's two-way review system in this fast-growing corner of the sharing economy. In order to investigate credibility, risk perception and reuse intention, a questionnaire survey was used to collect the data. The principle subjects of this research are customers who have made at least one prior reservation on Airbnb. A total of 323 questionnaires were distributed. The numbers of usable questionnaire were found to be 290 and achieved a response rate of 89.78%. The research result showed that (1) the degree of credibility of two-way review mechanisms is significantly negatively correlated with risk perception; (2) the degree of risk perception is significantly negatively correlated with reuse intention; (3) The degree of credibility of two-way review mechanisms is significantly positively correlated with reuse intention; (4) The degree of risk perception has a significantly partial mediating effect between credibility of two-way review mechanisms and reuse intention. This research is designed to provide Sharing Economy platform practitioners and entrepreneurs with innovative strategies to reduce the perception of risk and encourage reuse based upon the credibility of the two-way review mechanism.