A Study of Information Sources Influencing the Perceived Risk of Consumers and Intention to Use Online accommodation Sharing Business: Focused on Airbnb
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With the development of the accommodation sharing business, online accommodation sharing platforms are becoming more accepted by consumers. Airbnb is one of the most successful examples of shared economic platforms. However, as negative news about Air Bia and Bia is increasing, consumers are experiencing a variety of risk factors in using the online sharing platform. Therefore, the purpose of this study was to understand what threats negative sources present to consumers, and to examine how perceived risks relate to the intentions of using Airbian Tobi, as typified by shared accommodation. Normal correlation analysis and multiple regression analysis have shown that there is a high positive (+) relationship between two variables, negative information and risks recognized by consumers. In particular, it has been found that the negative past experience of consumers plays the biggest role in increasing the risk, and that shared lodging consumers are most afraid of physical risks, such as illegal photography, that could endanger their own safety. This study presents theoretical and practical suggestions for the sound development of the shared accommodation industry with relatively new concepts.
Abstract
With the development of the accommodation sharing business, online accommodation sharing platforms are becoming more accepted by consumers. Airbnb is one of the most successful examples of shared economic platforms. However, as negative news about Air Bia and Bia is increasing, consumers are experiencing a variety of risk factors in using the online sharing platform. Therefore, the purpose of this study was to understand what threats negative sources present to consumers, and to examine how perceived risks relate to the intentions of using Airbian Tobi, as typified by shared accommodation. Normal correlation analysis and multiple regression analysis have shown that there is a high positive (+) relationship between two variables, negative information and risks recognized by consumers. In particular, it has been found that the negative past experience of consumers plays the biggest role in increasing the risk, and that shared lodging consumers are most afraid of physical risks, such as illegal photography, that could endanger their own safety. This study presents theoretical and practical suggestions for the sound development of the shared accommodation industry with relatively new concepts.
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