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Effect of Trust Transfer on Purchasing Intention in Airbnb: A Perceived Value Perspective

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2020, 44(2), pp.115-135
  • DOI : 10.17086/JTS.2020.44.2.115.135
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism
  • Received : October 28, 2019
  • Accepted : February 11, 2020
  • Published : March 1, 2020

UMTAEHYEE 1 Rhee, Ju-Mi 2 CHUNG NAMHO 1

1경희대학교
2경희대학교 호텔경영학과

Excellent Accredited

ABSTRACT

Today the sharing economy has rapidly developed into one of the most popular business models in the e-commerce space. Among them, Airbnb generated huge revenue in the second quarter of 2016, and since 2008 its value has risen to more than $30 billion. It is expected to generate $350 billion in revenue by 2025, and Airbnb is recognized as the largest accommodation-sharing company for people using the sharing economy. Therefore, this study aimed to investigate whether trust transfer in Airbnb affects product purchase intention. Specifically, this study refers to the Trust Building Model (TBM) based on previous studies and considers factors such as benefits (perceived reputation, perceived site quality, perceived information quality) and cost (risk of perceived web use). The effects of these factors on the transfer of trust were analyzed. As a result, all factors except the risk of perceived web use, which is an attribute of cost, had a significant effect on trust transition. Based on these results, this study suggests both theoretical and practical implications along with directions for future research.

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This paper was written with support from the National Research Foundation of Korea.