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Understanding Transitions Of Trust Across Different Business Contexts: An Exploratory Sequential Mixed Methods Study, Sungsik Yoon

UNLV Theses, Dissertations, Professional Papers, and Capstones

Airbnb’s influence has been growing rapidly in the last few years, and hotel operators are beginning to recognize the competitive threat it poses. However, consumers may perceive Airbnb differently than hoteliers. Thus, the current study attempts to explore hotel customers’ perceptions of the sharing economy business (Airbnb). It is important to pay attention to the different business settings of the channels that currently exist in the lodging industry. Moreover, investigating the relationship between trust and perceived risk in this new channel (i.e., Airbnb) is crucial due to the inherent risk of transactions on Airbnb, especially when compared with traditional Business-to-customer. …