위험지각, 망설임이 구매행동의도, 전환의도, 재구매의도에 미치는 영향에 관한 연구 - Airbnb 숙박상품 구매자를 중심으로 -

초록

The purpose of this study is to analyze the relationships among risk perception, hesitation, purchase behavior intention, switching intention and repurchase intention. In order to test the conceptual model, this study conducted a survey with customers of Airbnb. A total of 314 valid surveys are analyzed through structural equation modeling. The results are as follows: (1) Risk perception (psychological, physical, economical) negatively affects purchase behavior intention. (2) Risk perception (psychological, physical) positively affects hesitation. (3) Risk perception (psychological, physical) positively affects switching intention. (4) Hesitation negatively affects purchase behavior intention. (5) Hesitation does not negatively affect repurchase intention. (6) Hesitation does not positively affect switching intention. (7) Purchase behavior intention positively affects repurchase intention. (8) Switching intention negatively affects repurchase intention. (9) Risk perception (psychological, physical, economical) negatively affects repurchase intention. Therefore, this study builds the integrated model of risk perception, hesitation, purchase behavior intention, switching intention and repurchase intention for Airbnb customers. This study also establishes theorecical underpinnigs for other industries such as Socar and Wework. Furthermore, this study provides Airbnb hosts with effective operational guidelines.

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