Exploring Users Behavior Intentions in Sharing Economy based on Technology Acceptance Model: Airbnb as An Instance
| Autor: | LIU, YING-CHEN, 劉盈辰 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 The popularity of the Internet and Information Technology (IT) has enabled sharing economy to grow rapidly. Sharing economy has changed people’s consumption patterns and brings about different economic effects that has achieved a new business model. Electronic Networks Time has led people rely on smart mobile devices and mobile internet to obtain information. Consumers will view the rating before consumption has become inertia, so suppliers should set up reputational mechanism to take user’s trust through entity data. This study takes Airbnb as an example to explore the relationship between perceived usefulness, perceived ease of use and behavior intention based on technology acceptance model. We also put two variable, Airbnb context and rating, to discuss user willingness to believe and behavior intention to use Airbnb in sharing economy. Judgmental sampling was used to examine Airbnb platform users as the objects. Partial Least Squares- SEM was used for statistical analysis. The results show that Airbnb context has significant and positive impact on perceived usefulness and perceived ease of use, and perceived usefulness, perceived ease of use and rating also have significant and positive impact on behavior intention. Finally, we hope that the findings of this study will increase the service and the value of sharing economy platform, thereby increasing the willingness of users to use the platform in the future. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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