선택실험법(Choice Experiment)을 활용한 공유숙 박 플랫폼 속성의 선호도 연구
A Study on the Preference of Shared Accommodation Platform Attributes using Choice Experiment
0
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
The purpose of this study is to identify users' preferences for attributes based on the degree of host-related information provision on shared accommodation platforms. Shared accommodation transactions are cooperative consumption based on trust, and trust issues form the basis of transactions. Therefore, as the importance of information increases in the construction of this trust, it is necessary to identify the preference for providing host information, one of the subjects of the shared accommodation platform. To accomplish the purpose of this study, choice experiment (CE) was used. The advantage of this methodology is that it can derive the marginal willingness to pay (MWTP) for each attribute, which quantitatively identifies the degree of preference of attributes. An online survey was conducted through Amazon Mechanical Turk (MTurtk), and a total of 261 copies were used in the analysis. Study results have shown that ‘host communication’, ‘host history’, and ‘sort review’ attributes have a positive impact on respondents' preferences, while accommodation costs have a negative impact. Among the attributes, host communication's marginal payment was the highest at $67.72 (76,646 KRW), followed by sort review at $40.30 (45,612 KRW) and host history at $27.50 (31,125 KRW).
Abstract
The purpose of this study is to identify users' preferences for attributes based on the degree of host-related information provision on shared accommodation platforms. Shared accommodation transactions are cooperative consumption based on trust, and trust issues form the basis of transactions. Therefore, as the importance of information increases in the construction of this trust, it is necessary to identify the preference for providing host information, one of the subjects of the shared accommodation platform. To accomplish the purpose of this study, choice experiment (CE) was used. The advantage of this methodology is that it can derive the marginal willingness to pay (MWTP) for each attribute, which quantitatively identifies the degree of preference of attributes. An online survey was conducted through Amazon Mechanical Turk (MTurtk), and a total of 261 copies were used in the analysis. Study results have shown that ‘host communication’, ‘host history’, and ‘sort review’ attributes have a positive impact on respondents' preferences, while accommodation costs have a negative impact. Among the attributes, host communication's marginal payment was the highest at $67.72 (76,646 KRW), followed by sort review at $40.30 (45,612 KRW) and host history at $27.50 (31,125 KRW).
참고문헌 (56)
- 권혁진, "에어비앤비 호스트 특성이 호스트신뢰 및 재이용의도에 미치는 영향", 호텔경영학연구, 26(7), pp.55~70 (2017), 한국호텔외식관광경영학회[DOI]
- 김진옥, "자연기반 치유관광의 가치평가에 대한 비교분석 - CVM(가상가치평가법)과 CE(선택실험법)을 적용 -", 관광연구논총, 32(2), pp.25~47 (2020), 관광연구소
- 이진희, "에어비앤비의 정보시스템 품질과 이용의도 간 구조적 관계: 신뢰와 이용자 만족의 매개효과 분석", 관광연구, 36(1), pp.69~88 (2021), 대한관광경영학회
- 이희찬, "선택실험법을 이용한 경안천 하천공간 복원의 가치 평가", 관광학연구, 39(9), pp.47~60 (2015), 한국관광학회[DOI]
- 윤석영, "숙박시설의 장소성 체험 요인 연구 : 담양의 숙박시설 ‘죽향문화체험마을’과 ‘명가혜’를 사례로", 관광연구논총, 27(2), pp.123~144 (2015), 관광연구소
- Abramova, O., "How much will you pay? Understanding the value of information cues in the sharing economy", Proceedings of 25th European Conference on Information Systems (ECIS), pp.1101~1028 (2017)
- Adamowicz, W., "Combining revealed and stated preference methods for valuing environmental amenities", Journal of environmental economics and management, 26(3), pp.271~292 (1994)
- "Airbnb" (2020)[URL]
- Albinsson, P. A., "Alternative marketplaces in the 21st century : Building community through sharing events", Journal of consumer Behaviour, 11(4), pp.303~315 (2012)
- Bhattacherjee, A., "Individual trust in online firms : Scale development and initial test", Journal of management information systems, 19(1), pp.211~241 (2002)
- Boccia, F., "Consumer behavior and corporate social responsibility: An evaluation by a choice experiment", Corporate Social Responsibility and Environmental Management, 26(1), pp.97~105 (2019)
- Botsman, R., "The rise of collaborative consumption" (2010)
- Chen, C. C., "What drives purchase intention on Airbnb? Perspectives of consumer reviews, information quality, and media richness", Telematics and Informatics, 35(5), pp.1512~1523 (2018)
- Choi, K. H., "The relationship between Airbnb and the hotel revenue: in the case of Korea", Indian Journal of Science and Technology, 8(26), pp.1~8 (2015)
- Cusumano, M. A., "How traditional firms must compete in the sharing economy", Communications of the ACM, 58(1), pp.32~34 (2014)
- Dimitropoulos, A., "Assessing the determinants of local acceptability of wind-farm investment: A choice experiment in the Greek Aegean Islands", Energy policy, 37(5), pp.1842~1854 (2009)
- Ert, E., "Trust and reputation in the sharing economy:The role of personal photos in Airbnb", Tourism management, 55, pp.62~73 (2016)
- Fung, R., "EC-trust (trust in electronic commerce): exploring the antecedent factors", amcis 1999 Proceedings, pp.179~ (1999)
- Gansky, L., "The mesh: Why the future of business is sharing" (2010), Penguin
- Gefen, D., "E-commerce : the role of familiarity and trust", Omega, 28(6), pp.725~737 (2000)
- Gefen, D., "Trust and TAM in online shopping: An integrated model", MIS quarterly, pp.51~90 (2003)
- Hamari, J., "The sharing economy: Why people participate in collaborative consumption", Journal of the association for information science and technology, 67(9), pp.2047~2059 (2016)
- Hawlitschek, F., "Trust in the sharing economy", Die Unternehmung, 70(1), pp.26~44 (2016)
- Helm, R., "Implications from cue utilisation theory and signalling theory for firm reputation and the marketing of new products", International Journal of Product Development, 4(3-4), pp.396~411 (2007)
- Hendler, J., "Metcalfe's law, Web 2.0, and the Semantic Web", Journal of Web Semantics, 6(1), pp.14~20 (2008)
- Hong, I. B., "The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust", international Journal of information Management, 31(5), pp.469~479 (2011)
- Hong, S. G., "Critical success factors for sharing economy among SMEs", Mathematical Methods in Engineering and Economics, pp.70~74 (2014)
- Jarvenpaa, S. L., "Consumer trust in an Internet store", Information technology and management, 1(1), pp.45~71 (2000)
- Lawson, S., "Transumers: Motivations of non-ownership consumption", ACR North American Advances, ~ (2010)
- Lee, H. G., "Market process reengineering through electronic market systems: opportunities and challenges", Journal of Management Information Systems, 13(3), pp.113~136 (1996)
- 이원석, "A study on the preference for the improvement of transit tour network using choice experiment", 관광레저연구, 30(10), pp.25~39 (2018), (사)한국관광레저학회
- Lessig, L., "Remix: Making art and commerce thrive in the hybrid economy" (2008), Penguin
- Liang, S., "Motivators behind information disclosure:Evidence from Airbnb hosts", Annals of Tourism Research, 76, pp.305~319 (2019)
- Lin, P. M., "Spend less and experience more:Understanding tourists’ social contact in the Airbnb context", International Journal of Hospitality Management, 83, pp.65~73 (2019)
- Lyu, S. O., "Preferences for tourist information centres in the ubiquitous information environment", Current Issues in Tourism, 18(11), pp.1032~1047 (2015)
- Ma, X., "Self-disclosure and perceived trustworthiness of Airbnb host profiles", Proceedings of the 2017 ACM conference on computer supported cooperative work and social computing, pp.2397~2409 (2017)
- Mao, Z. E., "Sleeping in a stranger's home:A trust formation model for Airbnb", Journal of Hospitality and Tourism Management, 42, pp.67~76 (2020)
- McKnight, D. H., "The impact of initial consumer trust on intentions to transact with a web site: a trust building model", The journal of strategic information systems, 11(3-4), pp.297~323 (2002)
- McKnight, D. H., "Initial trust formation in new organizational relationships", Academy of Management review, 23(3), pp.473~490 (1998)
- Mikołajewska-Zając, K., "Terms of reference: The moral economy of reputation in a sharing economy platform", European Journal of Social Theory, 21(2), pp.148~168 (2018)
- Nieuwland, S., "Regulating Airbnb: how cities deal with perceived negative externalities of short-term rentals", Current Issues in Tourism, 23(7), pp.811~825 (2020)
- Owyang, J., "The collaborative economy", Altimeter, ~ (2013)
- Park, S., "Examination of Chinese cruise tourists’attributes using a Choice Experiment", Sustainability, 11(13), pp.3621~ (2019)
- Puschmann, T., "Sharing economy", Business & Information Systems Engineering, 58(1), pp.93~99 (2016)
- Resnick, P., "The Economics of the Internet and E-commerce" (2002), Emerald Group Publishing Limited
- Richardson, L., "Performing the sharing economy", Geoforum, 67, pp.121~129 (2015)
- Scerri, M. A., "Airbnb Superhosts' talk in commercial homes", Annals of Tourism Research, 80, pp.102827~ (2020)
- Sundararajan, A., "Peer-to-peer businesses and the sharing (collaborative) economy:Overview, economic effects and regulatory issues", Written testimony for the hearing titled The Power of Connection: Peer to Peer Businesses, 1~7 (2014)
- Tussyadiah, I. P., "Factors of Satisfaction and Intention to Use Peer-to-Peer", International Journal of Hospitality Management, 55, pp.70~80 (2016)
- Tussyadiah, I. P., "When guests trust hosts for their words: Host description and trust in sharing economy", Tourism Management, 67, pp.261~272 (2018)
- Xu, X., "The impact of information disclosure on consumer purchase behavior on sharing economy platform Airbnb", International Journal of Production Economics, 231, pp.107846~ (2021)
- Yang, S. B., "In Airbnb we trust: Understanding consumers’trust-attachment building mechanisms in the sharing economy", International Journal of Hospitality Management, 83, pp.198~209 (2019)
- Zamani, E. D., "Trust in the sharing economy:the AirBnB case", Industrial Management & Data Systems, ~ (2019)
- Zhang, L., "A computational framework for understanding antecedents of guests' perceived trust towards hosts on Airbnb", Decision Support Systems, 115, pp.105~116 (2018)
- Zhu, G., "Inside the sharing economy", International Journal of Contemporary Hospitality Management (2017)
- Zhu, L., "Determinants of peer-to-peer rental rating scores:the case of Airbnb", International Journal of Contemporary Hospitality Management (2019)