網路口碑、知覺風險與信任對於顧客入住意願影響之探討──以Airbnb為例

本研究以Airbnb之潛在消費者為研究對象，探討網路口碑、知覺風險、信任等變項是否會影響其入住意願，同時評估信任的中介效果。研究於收集、閱讀、分析相關文獻後設計問卷並擬定假設，接著利用便利抽樣方式透過線上調查收集必要資料（實施過程共計回收有效問卷458份），經整理後先進行信效度分析，並以敘述統計彙整受訪者背景資料，而後透過相關統計方法驗證研究假設是否成立。分析結果顯示，消費者的知覺風險對於信任與入住意願具有顯著負向影響，而網路口碑與信任則對於入住意願具有顯著正向影響；此外，信任對於知覺風險－入住意願之關係具有部份中介效果。綜上所述，本研究所得之結果，可供消費者或相關業者作為消費選擇或經營管理上之參考。

This study uses Airbnb's potential consumers as research subjects to explore whether the variables of internet word-of-mouth, perceived risk, and trust will influence consumers' willingness to accommodate. At the same time, this study also assesses the mediating effect of trust. This study designs the questionnaires and formulates its research hypothesis after collecting, reading, and analyzing the relevant literature. This study then uses the convenient sampling method to collect the necessary data through the online survey (the total number of valid questionnaires in the implementation process is 458). After the collation, the analyses of reliability and validity will be carried out first. The descriptive statistics summarizes the background information of the respondents and then verifies whether the research hypotheses are supported through relevant statistical methods. The results of the analysis show that consumers' perceived risk has a significant negative impact on trust and willingness to accommodate while online word-of-mouth and trust have a significant positive support on the willingness to accommodate. In addition, trust has a partially mediating effect to the relationship between perceived risk and the willingness of accommodation. In summary, the results of this study can be used as a reference for consumers or related industries to deal with consumption choices or operational management.