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系統識別號 U0026-0108201823412400
論文名稱(中文) Understanding Peer Service Provider’s Risks and Benefits on Intention to Continue Using Accommodation Sharing Platform
論文名稱(英文) Understanding Peer Service Provider’s Risks and Benefits on Intention to Continue Using Accommodation Sharing Platform
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所
系所名稱(英) Institute of International Management
學年度 106
學期 2
出版年 107
研究生(中文) 貝牧達
研究生(英文) Sorawit Biamukda
學號 RA6057662
學位類別 碩士
語文別 英文
論文頁數 86頁
口試委員 指導教授-陳正忠
召集委員-王鈿
口試委員-張巍勳
中文關鍵字 none 
英文關鍵字 Sharing economy  Privacy calculus  Information privacy  Perceived benefits  Physical privacy  Airbnb 
學科別分類
中文摘要 none
英文摘要 Online selling has received a huge attention from many entrepreneurs who want to start their business. In online world where information can reach many people with unlimited richness of information, it can be seen as a source advantage to extend market and offer product to various group of people. However, do reach and richness always be a source of advantage in every online transaction? Now, online accommodation sharing has received a great attention from private individual, who have underutilized space, to share their own private space with people in the online world. Sharing individual’s private space and property information online may bring various benefit, but it also brings risks and vulnerability to them due to misuse of information and misuse of property. Thus, it is unclear that how reach and richness of information in online world bring risks and benefits to provider. Therefore, this research has tried to investigate how reach and richness of information influence risk and benefits trade-off in online accommodation sharing. Online experimental study with factorial design 2x2x2 were employed to investigate the role of reach, richness of information and 2-ways review system (represent richness of information received from customers) on privacy trade-off. The results found that reach of information positively influence perceived benefits while richness of information instead positive influence only information privacy risks. While, 2-ways review system not significantly moderate benefits or risks perception.
論文目次 TABLE OF CONTENTS
ABSTRACT I
ACKNOWLEDGEMENTS I
TABLE OF CONTENTS I
LIST OF TABLES IV
LIST OF FIGURES I
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Motivation. 3
1.3 Research Gap & Objectives. 6
1.4 Research Procedure. 8
1.5 Research Structure. 9
CHAPTER TWO LITERATURE REVIEW 10
2.1 Privacy Calculus. 10
2.1.1 Information Privacy Risk in Accommodation Sharing. 11
2.1.2 Physical Privacy Risk in Accommodation Sharing. 12
2.2 Investigate the Effect of Reach and Richness of Information on Privacy Risks and Benefits in Online Accommodation Sharing. 13
2.2.1 The Effect of Reach of Information on Perceived Benefits. 14
2.2.2 The Effect of Richness of Information on Perceived Physical Privacy Risks and Information Privacy Risks. 15
2.3 Investigate the Effect of 2-Ways Review System on Privacy Risks and Benefits in Online Accommodation Sharing. 17
2.3 The Effect of Perceived Benefits on Intention to Continue Sharing Accommodation via Online Platform. 19
2.4 The Effect of Perceived Privacy Risks on Intention to Continue Sharing Accommodation via Online Platform. 21
2.7 Investigate Moderating Effect of Insurance Policy. 24
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 26
3.1 Conceptual Framework. 26
3.2 Definitions and Measurement of Variables. 28
3.2.1 Variables and Definition. 28
3.3 Stimuli Development and Procedures. 29
3.4 Manipulation Check. 29
3.4.1 Manipulation Check for Reach of Information. 29
3.4.2 Manipulation Check for Richness of Information 30
3.4.3 Manipulation Check for 2-Ways Review System. 30
3.4.4 Manipulation Check Measurement 30
3.5 Construct Measurement. 31
3.6 Control Variable. 33
3.6.1 Demographic control variable. 33
3.7 Sample and Sampling. 34
3.8 Data Analysis 34
3.8.1 Descriptive Statistic 34
3.8.2 Factor Analysis. 35
3.8.3 Reliability Test. 35
3.8.4 Analysis of Variance (ANOVA). 35
3.8.5 Regression Analysis. 35
CHAPTER FOUR RESEARCH RESULTS 36
4.1 Data Collection. 36
4.2 Characteristics of Respondents. 36
4.3 Descriptive Statistics Analysis. 38
4.4 Manipulation Check. 41
4.5 Confirmatory Factor Analysis and Reliability Test. 43
4.6 Analysis of Variance (ANOVA). 46
4.7 Regression Analysis. 50
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 54
5.1 Research Discussion and Conclusions. 54
5.1.1 Examine Main effect of Independent Variables 56
5.1.2 Examine Interaction effect of Independent Variables and Moderation effect of Moderator. 57
5.1.3 Theoretical Contributions. 57
5.1.4 Managerial Implications. 58
5.3 Limitation and Future Research. 59
REFERENCE 61
APPENDICES 67
Scenario 67
Reach of Information High Vs Low 68
Richness of information: High 69
Richness of information: Low 71
With 2-ways review system 72
Without 2-ways review system 73
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