에어비앤비에서 신뢰전이가 구매의도에 미치는 영향: 지각된 가치이론 관점 = Effect of Trust Transfer on Purchasing Intention in Airbnb: A Perceived Value Perspective

다국어 초록 (Multilingual Abstract)

Today the sharing economy has rapidly developed into one of the most popular business models in the e-commerce space. Among them, Airbnb generated huge revenue in the second quarter of 2016, and since 2008 its value has risen to more than $30 billion. It is expected to generate $350 billion in revenue by 2025, and Airbnb is recognized as the largest accommodation-sharing company for people using the sharing economy. Therefore, this study aimed to investigate whether trust transfer in Airbnb affects product purchase intention. Specifically, this study refers to the Trust Building Model (TBM) based on previous studies and considers factors such as benefits (perceived reputation, perceived site quality, perceived information quality) and cost (risk of perceived web use). The effects of these factors on the transfer of trust were analyzed. As a result, all factors except the risk of perceived web use, which is an attribute of cost, had a significant effect on trust transition. Based on these results, this study suggests both theoretical and practical implications along with directions for future research.

국문 초록 (Abstract)

오늘날 공유 경제는 전자상거래 공간에서 인기 있는 비즈니스 모델 중 하나로 급속하게 발전하였다. 그중에서도 에어비앤비(Airbnb) 회사의 가치는 2008년 이후 300억 달러 이상으로 상승했으며, 향후 2025년까지 3,350억 달러의 매출을 올릴 것으로 예상된다. 또한, 공유 경제를 이용하는 사람들에게 에어비앤비는 가장 큰 규모의 숙박시설 공유 업체로 인식되고 있다. 이에 따라, 본 연구에서는 에어비앤비에서의 신뢰전이가 상품 구매의도에 영향을 미치는지 실증적으로 조사하고자 하였다. 구체적으로 본 연구는 TBM 모델(trust building model)을 참고하여 혜택(지각된 명성, 지각된 사이트 품질, 지각된 정보 품질)과 비용(지각된 웹 이용의 위험성)의 요인들로 독립변수를 구성하고, 이 요인들이 신뢰전이에 미치는 영향을 분석하였다. 연구 결과, 비용의 속성인 지각된 웹 이용의 위험성을 제외한 모든 요인이 에어비앤비에 대한 신뢰에 유의한 영향을 미치는 것으로 나타났으며, 이는 에어비앤비 호스트에 대한 신뢰와 에어비앤비 구매의도에도 긍정적 영향을 미치는 것으로 나타났다. 연구 결과를 토대로 이론적․실무적 시사점을 제공하고, 향후 연구의 방향을 제언하였다.

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