에어비앤비의 정보시스템 품질과 이용의도 간 구조적 관계: 신뢰와 이용자 만족의 매개효과 분석

초록

Various issues have been raised about Airbnb, As the sharing economy emerges as a new paradigm. Trust is an issue in Airbnb, but it has not been studied. Therefore, this study discussed the structural relationship between the information system quality of Airbnb and intention to use and to analyze the mediating effect of trust and user satisfaction. To this end, the survey was conducted among Korean tourists who had used Airbnb within the last six months based on 353 valid questionnaires. As a result, visual quality, text quality and system quality impact the trust in Airbnb and the trust of a host. Among them, visual quality has been the most significant impact. This means that the user places the most importance on the visual elements of Airbnb use. Trust in Airbnb and trust of the host had a significant effect on user satisfaction and intention to use. User satisfaction impacts the intention to use. It was confirmed that trust and user satisfaction have a mediating effect in the relationship between variables. These findings mean that trust in Airbnb and trust of the host were essential in Airbnb with uncertainty. This study contributes to the extension of the scope of relatively scarce Airbnb research. Moreover, It is expected that it can be used as primary data for marketing establishment. Based on this, we suggested implications.

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