Effect of Perceived Value on Trust and Intention to Use in Shared Accommodation Service

Purpose: With the recent development of digital technology, various types of sharing economy models have been commercialized and operated in various industries. This study started with the question of how the behaviors of traditional consumers and consumers in the sharing economy business are different. Specifically, it is to figure out what kind of relationship consumers’ utilitarian and hedonistic values will have on trust and intention to use under the sharing economy. Research design, data, and methodology: An online-based survey was carried out in Amazon Mechanical Turk in September 2021. A valid data of 523 were obtained from global participants having previous experience on Airbnb. The survey finding was examined to ensure the reliability and validity of the proposed constructs. The utilitarian value was measured through two dimensions; cost-saving and convenience, hedonic value through entertainment and exploration, and trust through integrity and ability. PLS-SEM was formulated to confirm the model fit and the proposed research hypothesis. Results: The results of this study w ere first, utilitarian value had a positive effect on trust and intention to use. Second, hedonic value also had a positive effect on trust and intention to use. Finally, trust had a positive effect on intention to use. Implications: This study may help researchers to understand the role of utilitarian value, hedonic value and trust and their impacts on use intention based on the framework of collaborate consumption in sharing economy. This study also contributes to Airbnb marketers in meeting consumers’ expectation about Airbnb. furthermore, this study adds to the hospitality literature by broadening the scope of research on Airbnb, a unique company that uses the sharing economy concept in the lodging industry.