信任傾向與參與Airbnb意圖：探討對平台之信任、對房東之信任及知覺風險之中介;Disposition to trust and intention to participate in Airbnb: Mediated by trust in platform, trust in provider, and perceived risk

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题名:	信任傾向與參與Airbnb意圖：探討對平台之信任、對房東之信任及知覺風險之中介;Disposition to trust and intention to participate in Airbnb: Mediated by trust in platform, trust in provider, and perceived risk
作者:	尤念筠;Yu, Nien-Yun
贡献者:	企業管理學系
关键词:	共享經濟;信任傾向;Airbnb;知覺風險;參與意圖;Sharing Economy;Disposition to trust;Airbnb;Perceived Risk;Intention to participate
日期:	2018-06-21
上传时间:	2018-08-31 11:49:46 (UTC+8)
出版者:	國立中央大學
摘要:	過去許多研究指出信任在共享經濟中扮演重要的角色，但較少有學者提出究竟是什麼樣的信任影響使用者參與平台之意圖。本研究修改Mittendorf (2016)提出的模型，納入個人信任的前因「信任傾向」，將信任分成對平台之信任與對房東之信任，並探討知覺風險是否會中介信任與使用者參與Airbnb的意圖。透過網路回收有效問卷330份，以SmartPLS統計軟體進行分析，結果顯示：（1）信任傾向與對平台之信任以及對房東之信任呈現顯著正向相關、（2）對平台之信任、與對房東之信任呈現顯著正向相關、（3）對平台之信任與參與Airbnb意圖呈現顯著正向相關、（4）知覺風險中介對平台之信任與參與Airbnb意圖。;Although prior research had shown the important role of trust in sharing economy, it was rarely explored further. Based on the model proposed by Mittendorf (2016), the present study included an antecedent of trust: disposition to trust, separated trust into trust in the platform and trust in the provider, and explored the mediation of perceived risk between trust and intention to participate in Airbnb. Using the Internet to collect data, 330 valid questionnaires were retained and analyzed using SmartPLS. Results showed: (1) disposition to trust is positively related to trust in the platform and trust in the provider, (2) trust in the platform is positively related to trust in the provider, (3) trust in the platform is positively related to intention to participate in Airbnb, and (4) perceived risk mediates between trust in the platform and intention to participation in Airbnb.
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