| Summary: | 碩士 === 世新大學 === 企業管理研究所(含碩專班) === 106 === With the development of internet, sharing economy has grown rapidly. In the system of sharing economy, Airbnb, a website providing the available homestay spaces to travelers, dominates the bed and breakfast (B&B) industry. In the research on Airbnb’s success in sharing economy, the most important key is that Airbnb links mutual trust between hosts and travelers. In this thesis, we are aim to analyze what the trust-based factors will be significantly taken into account by domestic travelers when booking Airbnb.
Among those trust-based factors in the literature review, we investigate the most essential ones to domestic travelers. We conducted a quantitative analysis on those trust-based factors by virtue of the explanantory variables such as travelers’ socioeconomic status (SES), the booking experience in self-guided tour and the experience in B&B service.
We conducted Google online survey via convenience sampling and the effective sample size is 373. In this research, we quantify trust-based factors into the typical five-level Likert items and analyze the survey by descriptive statistics, two independent sample t test and one-way ANOVA.
According to this research, it can be found that among the sixteen trust-based factors on Airbnb, the significantly important ones to travelers are the following three: two-way evaluation system, real-name authentication system and pricacy protection.
In the sample of travelers having ever experienced Airbnb, in addition to those three factors listed above, there are additional three: sharing reliable sources of B&B, security on payment system and good experience in Airbnb. Among those explanantory variables, the mean scores of two-way evaluation system are significantly different in the sample. Among seven SES, several mean scores of sixteen factors are significantly different by occupation. In traveler’s booking experience, the travelers having ever experienced in Airbnb will pay more attention to other trust-based factors. Besides, in the experience in Airbnb service, the travelers with the purpose of tourism and visiting their family and the travelers staying one day or more than five days will pay more attention to other trust-based factors as well.
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