(二) 潛在顧客信任的情況受到內外控特質的影響。整體面來看，具有外在控制源的潛在顧客較具內在控制源的潛在顧客易轉變成Airbnb的平台顧客。 Because Airbnb has arisen worldwide, it arouses people treat sharing economy enterprises more seriously. Airbnb’s business model has built upon the trust between strangers. The causes of moral hazard, however, are the essential reasons that hosts and guests break up the trust, and in turn appears a great many social problems. Because of that, potential guests doubt that whether Airbnb’s current trust mechanism could effectively protect their safety when they choose using Airbnb to live in a stranger’s house.
This study applies qualitative method of focus group, interviewing with potential guests who have heard Airbnb before but not used Airbnb yet. Meanwhile, we adopt content analysis to explore the degrees to which the potential guests has acknowledged the moral hazard before making decisions, and to which potential guests has been persuaded by Airbnb’s current trust mechanism. Then, interpretive method has been used to infer what the trust bases upon which potential guests build are, and explain whether the trust mechanism could increase potential guests’ using willingness.
Conclusions of this research are as follows.
1.Potential guests’ trust bases are mainly built upon the knowledge-based trust and the calculative-based trust. Knowledge-based trust is due to potential guests’ learning from previous experience based on using other similar accommodation-booking website, leading them to use similar ways to assess whether Airbnb’s trust mechanism could effectively solve acknowledged moral hazard problems. Despite the reference of knowledge-based trust, potential guests eventually make decisions with the reference of calculative-based trust.
2.The trust situations among potential guests are affected by locus of control. Overall, potential guests with external locus of control seem more easily to become Airbnb’s guests than potential guests with internal locus of control.