Understanding the Concept of Trust-Attachment between Airbnb Hosts and Airbnb in the Sharing Economy
Linda Dwi Putri; Hapsari Setyowardhani ; Ira Iriyanty
Department of Management, Faculty of Economic and Business, Universitas Indonesia
lindadwiputri48[at]gmail.com
hapsari.setyowardhani[at]gmail.com
i.iriyanty[at]gmail.com
Abstract
Internet and Social Media enable customer to use new form of accommodation such as sharing economy accommodation platform. This study aims to determine the effect of Trust-Attachment on the Intention to Use in sharing economy specifically for Airbnb case studies in Indonesia. Based on the theory of Trust Building models this research is strengthened to examine the bonds that exist between users and Airbnb and users with hosts. The sample used in this study are users who have made an order through an Airbnb application or website. Data was obtained using the Structural Equation Modeling (SEM) method. The results of the study indicate that IT Quality does not have a positive influence on Trust in Airbnb. Similarly, Familiarity does not show a positive influence on Trust in Hosts. Thus, resulting in Attachment to Hosts did not have a positive influence on Continuous Intention to Use Airbnb.
Keywords: trust building model; attachment; continuous intention to use; airbnb
Topic: Communication