Exploration of Sharing Accommodation Platform Airbnb Using an Extended Technology Acceptance Model

초록

The purpose of this research is to investigate the accountability of the extended technology acceptance model (TAM) in the domain of sharing accommodation platform service. Based on TAM, this research derived attributes such as network externalities, trust, interactivity, ease of use, usefulness, and intention to repurchase. This study selects Airbnb as the context. A survey was adopted as the main instrument of this research. The total number of valid observations is 450. For the data analysis, this study conducted frequency analysis, confirmatory factor analysis, correlation matrix, reliability test, and path analysis using structural equation modeling. The results show that network externalities are essential to account for trust and interactivity. In addition, the results show that interactivity is an influential element to both ease of use and usefulness. Moreover, usefulness is affected by trust and interactivity. Furthermore, this research reveals the positive association between usefulness and intention to repurchase.

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