에어비앤비(Airbnb)의 지각된 위험이 구매 의도에 미치는 영향에 관한 연구 : 대안매력의 조절 효과를 중심으로

The objective of this study is to examine the impact of perceived risk factors of Airbnb on consumers’ attitude toward, trust on, and purchase intention regarding the service. Based on earlier studies, the perceived risk is classified into sub-factors such as functional, physical, psychological, and financial risk factors, and the influence relationships among the presented variables are verified. Furthermore, the intermediary roles of attitude and trust are studied, along with verifying the moderating effect of alternative attractiveness. In the current study, an online survey is conducted on the study sample, comprising of tourists who found accommodations through Airbnb over the past twelve months. Finally, three hundred thirteen responses were used in the study, and the collected data were analyzed using SPSS 23.0. The analysis revealed that the risk factors perceived by Airbnb users form negative attitudes, in addition to a crucial result that attitude and trust play an intermediary role in maintaining the relationships among the presented variables. Further, it yielded the meaningful result that alternative attractiveness has a moderating effect on the relationships among perceived risk factors, attitudes, trust, and purchase intention. In this manner, the theoretical framework based on the results of this study clearly demonstrates the influential relationship among the presented variables and satisfactorily explains the purpose of the current study. Finally, the conclusion provides a detailed discussion of the theoretical and practical implications of the results of the current study.