Asia pacific journal of information systems

  • 제29권2호
  • /
  • Pages.308-327
  • /
  • 2019
  • /
  • 2288-5404(pISSN)
  • /
  • 2288-6818(eISSN)
한국경영정보학회 (The Korea Society of Management Information Systems)
권호 표지
DOI QR코드

DOI QR Code

Trust to Share: Investigating the Key Factors to Influence Tenants' Participation in Online Short-Term Rent

  • Liuye Yu (Business school, Nanjing University) ;
  • Zhixia Zang (Business school, Nanjing University) ;
  • Xue Yang (Department of Marketing and Electronic Business, Nanjing University)
  • 투고 : 2018.10.31
  • 심사 : 2019.02.24
  • 발행 : 2019.06.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

The concept of sharing economy has received rich attention in recent years. As a typical type of business model in the sharing economy, online short rent has been paid attention by both industry and academia. In this study, we find trust to be a critical determinant to the success of online short rent platforms. Based on three dimensions of trust theory, i.e., ability, benevolence and integrity, we investigate the factors influencing tenant' willingness to participate in online short rent. We further examine the extent to which trust can influence the number of sales and comments of rooms listed at online short-term rent platforms, which can represent tenant' willingness to participate in the sharing economy. The results show that the trust dimensions represented by a landlord's personal characteristics have significant positive correlations with the number of sales and comments. For example, the real name authentication and the sesame score can represent the trust integrity; online replay ratio and the average confirmation time representing the trust sincerity, and the order acceptance ratio representing the trust ability. On this basis, we proposed some recommendations for both platforms and landlords. For example, the landlords can improve the tenants' trust by authenticating his/her real name, replying actively and timely. For platforms, when they make housing list ranking rules, they can take the landlord's personal attributes that may affect trust into consideration. Moreover, platforms can also allow landlords to supply value-added services to improve service quality and ultimately promote the virtuous circle of the platform ecosphere. Through conducting the empirical research on a particular application of the sharing economy, we aim to fill the research gap of this field in China and provide theoretical and practical contributions to the future development of online short rent.

키워드

참고문헌

  1. Abhishek, V., Guajardo, J., and Zhang, Z. (2017). Business models in the sharing economy: manufacturi ng durable goods in the presence of peer-to-peer rental markets. Social Science Electronic Publishing. http://dx.doi.org/10.2139/ssrn.2891908
  2. Albinsson, P. A., and Perera, B. Y. (2012). Alternative marketplaces in the 21st century: Building community through sharing events. Journal of Consumer Behaviour, 11(4), 303-315. https://doi.org/10.1002/cb.1389
  3. Avital, M., Carroll, J. M., Hjalmarsson, A., Levina, N., Malhotra, A., and Sundararajan, A. (2015). The sharing economy: Friend or foe. Thirty Sixth International Conference on Information Systems, Fort Worth.
  4. Belk, R. (2007). Why not share rather than own. Annals of the American Academy of Political & Social Science, 611(1), 126-140. https://doi.org/10.1177/0002716206298483
  5. Belk, R. (2010). Sharing. Journal of Consumer Research, 36(5), 715-734. https://doi.org/10.1086/612649
  6. Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600. https://doi.org/10.1016/j.jbusres.2013.10.001
  7. Benkler, Y. (2004). Sharing nicely: On shareable goods and the emergence of sharing as a modality of economic production. Yale Law Journal, 114(2), 273-358. https://doi.org/10.2307/4135731
  8. Botsman, R., and Rogers, R. (2011). What's mine is yours: The rise of collaborative consumption. Harper Business.
  9. Chao, L., and Zan, Z. (2014). Research on the development path of "Sharing Economy" in China-Taking online short-term rent as an example. Modern Management Science, 10, 36-38.
  10. Cheung, C. M., and Lee, M. K. (2006). Understanding consumer trust in Internet shopping: A multidisciplinary approach. Journal of the American society for Information Science and Technology, 57(4), 479-492. https://doi.org/10.1002/asi.20312
  11. Colquitt, J. A., and Rodell, J. B. (2011). Justice, trust, and trustworthiness: a longitudinal analysis integrating three theoretical perspectives. Academy of Management Journal, 54(6), 1183-1206. https://doi.org/10.5465/amj.2007.0572
  12. Ert, E., Fleischer, A., and Magen, N. (2016). Trust and reputation in the sharing economy: The role of personal photos in Airbnb. Tourism Management, 55, 62-73. https://doi.org/10.1016/j.tourman.2016.01.013
  13. Fraiberger, S. P., and Sundararajan, A. (2015). Peer-to-peer rental markets in the sharing economy. Social Science Electronic Publishing. http://dx.doi.org/10.2139/ssrn.2574337
  14. Guttentag, D. A., and Smith, S. L. J. (2017). Assessing Airbnb as a disruptive innovation relative to hotels: Substitution and comparative performance expectations. International Journal of Hospitality Management, 64, 1-10. https://doi.org/10.1016/j.ijhm.2017.02.003
  15. Hawlitschek, F., Notheisen, B., and Teubner, T. (2018). The limits of trust-free systems: A literature review on blockchain technology and trust in the sharing economy. Electronic Commerce Research and Applications, 29, 50-63. https://doi.org/10.1016/j.elerap.2018.03.005
  16. Horton, J. J., and Zeckhauser, R. J. (2016). Owning, using and renting: Some simple economics of the "Sharing Economy". Social Science Electronic Publishing. http://dx.doi.org/10.2139/ssrn.2730850
  17. iResearch (2017). China online short-term rental industry research report.
  18. Karlsson, L., Kemperman, A., and Dolnicar, S. (2017). May I sleep in your bed, Getting permission to book. Annals of Tourism Research, 62, 1-12. https://doi.org/10.1016/j.annals.2016.10.002
  19. Karlsson, L., and Dolnicar, S. (2016). Someone's been sleeping in my bed. Annals of Tourism Research, 58, 159-162. https://doi.org/10.1016/j.annals.2016.02.006
  20. Kim, L. B. (2010). A trust model in a distributor-supplier e-partnership: The mediating role of perceived risk. Asia Pacific Journal of Information Systems, 20(4), 1-23.
  21. Lamberton, C. P., and Rose, R. L. (2011). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. Social Science Electronic Publishing, 76(4), 109-125.
  22. Lee, J. (2014). Dual effect of price in e-commerce environment: Focusing on trust and distrust building processes. Asia Pacific Journal of Information Systems, 24(3), 393-415. https://doi.org/10.14329/apjis.2014.24.3.393
  23. Li, Z., Hong, Y., and Zhang, Z. (2016). Do on-demand ride-sharing services affect traffic congestion? Evidence from uber entry. Social Science Electronic Publishing. http://dx.doi.org/10.2139/ssrn.2838043
  24. Liang, S., Schuckert, M., Law, R., and Chen, C. (2017). Be a "Superhost": The importance of badge systems for peer-to-peer rental accommodationns. Tourism Management, 60, 454-465. https://doi.org/10.1016/j.tourman.2017.01.007
  25. Liu, M., Brynjolfsson, E., and Dowlatabadi, J. (2018). Do digital platforms reduce moral hazard? The case of Uber and taxis. NBER Working Paper No.25015.
  26. Liu, S. Q., and Mattila, A. S. (2017). Airbnb: Online targeted advertising, sense of power, and consumer decisions. International Journal of Hospitality Management, 60, 33-41. https://doi.org/10.1016/j.ijhm.2016.09.012
  27. Mayer, R. C., Davis, J. H., and Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3),709-734. https://doi.org/10.2307/258792
  28. McKnight, D. H., Choudhury, V., and Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334-359. https://doi.org/10.1287/isre.13.3.334.81
  29. Moreno, A., and Terwiesch, C. (2014). Doing business with strangers: Reputation in online service marketplaces. INFORMS, 25(4), 865-886. https://doi.org/10.1287/isre.2014.0549
  30. Ozanne, L. K., and Ballantine, P. W. (2010). Sharing as a form of anti-consumption? An examination of toy library users. Journal of Consumer Behaviour, 9(6), 485-498. https://doi.org/10.1002/cb.334
  31. Price, J. (1975). Sharing: The integration of intimate economies. Anthropologica, 17(1), 3-27. https://doi.org/10.2307/25604933
  32. Ridings, C. M., Gefen, D., and Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. Journal of Strategic Information Systems, 11(3-4), 271-295. https://doi.org/10.1016/S0963-8687(02)00021-5
  33. Rotter, J. (2010). A new scale for the measurement of interpersonal trust. Journal of Personality, 35(4), 651-665. https://doi.org/10.1111/j.1467-6494.1967.tb01454.x
  34. Sztompka, P. (1999). Trust: A sociological theory. Cambridge, Cambridge University Press.
  35. Tussyadiah, I. P., and Park, S. (2018). When guests trust hosts for their words: host description and trust in sharing economy. Tourism Management, 67, 261-272. https://doi.org/10.1016/j.tourman.2018.02.002
  36. Xuemei, X., and Jiaojiao, S. (2016). An empirical study on the formation mechanism of consumer trust under the shared economy. Technology Economics, 35(10), 122-127.
  37. Yufang, J., and Dahai, D. (2004). Empirical research on the influencing factors of consumer trust-based on process perspective. Management World, 7, 93-99.
  38. Zervas, G., Proserpio, D., and Byers, J. (2015). A first look at online reputation on Airbnb, where every stay is above average. Social Science Electronic Publishing. http://dx.doi.org/10.2139/ssrn.2554500