양성병 Kim Sodam 2016-02 21852 https://aurora.ajou.ac.kr/handle/2018.oak/12070 학위논문(석사)--아주대학교 일반대학원 :경영정보학과,2016. 2 1. Introduction 1 1.1. Research Background 1 1.2. Research Purpose and Research Question 2 1.3. Research Procedure 3 2. Theoretical Background 4 2.1. Sharing Economy 4 2.2. Social Capital 6 2.3. Literature Review 8 2.3.1. Literature Review of Accommodation Sharing Services 8 2.3.2. Literature Review of Trust 10 3. Research Model and Hypotheses 11 3.1. Research Model 11 3.2. Individual Motivation on Intention to Share Accommodation 12 3.3. Social Capital on Intention to Share Accommodation 13 3.3.1. Structural Capital on Intention to Share Accommodation 13 3.3.2. Cognitive Capital on Intention to Share Accommodation 14 3.3.3. Relational Capital on Intention to Share Accommodation 14 3.4 Effects of Trust on Intention to Share Accommodation 15 4. Research Methodology 17 4.1. Data Collection 17 4.2. Measurements 20 5. Data Analysis and Results 25 5.1. Data Analysis 25 5.2. Results 25 5.2.1. Measurement Model 25 5.2.2. Structural Model 26 5.2.3. Moderating Effect Analysis 29 6. Discussion 33 6.1. Research Findings 33 6.2. Theoretical Implications 34 6.3. Practical Implications 35 7. Conclusion 37 7.1. Research Summary 37 7.2. Limitations and Future Studies 37 References 39 Appendix A. R Code for Web Crawling 45 Appendix B. R Code for Sending Direct Messages 52 Appendix C. R Questionnaire of Survey 59 eng The Graduate School, Ajou University 아주대학교 논문은 저작권에 의해 보호받습니다. Examining Influencing Factors of Intention to Share Accommodation on the Non-Profit Sharing Economy Website Thesis 아주대학교 일반대학원 Sodam Kim 일반대학원 경영정보학과 2016. 2 Master http://dcoll.ajou.ac.kr:9080/dcollection/jsp/common/DcLoOrgPer.jsp?sItemId=000000021852 Intention to Share Accommodation Sharing Economy Accommodation Sharing Service Couchsurfing Tourism The development of ICT (Information and Communications Technology) through the widespread use of mobile devices has been influencing consumers’ consumption behavior. In particular, various social network platforms, based on the sharing economy, have been highlighted as one of the alternatives to solve the concerns of the current consumption culture such as over-consumption and environmental problems. One of the most popular business models of the sharing economy in tourism industries is an accommodation sharing service such as Airbnb. Couchsurfing, as another example of accommodation sharing services, has recently gained attention for its non-profit characteristics of a business model. In fact, a significant number of users (hosts) in Couchsurfing are voluntarily offering a place to stay for other users (couchsurfers) who have never met before. However, why hosts help strangers in this non-profit sharing economy website is not well understood: there is no economic benefit to the host. Therefore, based on social capital theory and prior literature, this study identifies and validates important influencing factors on hosts’ intention to share accommodation in a non-profit sharing economy website. After gathering survey questionnaire data from users in Couchsurfing, the empirical analysis is conducted to test the proposed research model. The findings of this study reveal the specific reasons of users’ participation in non-profit online accommodation sharing services in which the economic benefit is not guaranteed. Moreover, it would provide some practical insights as to how managers can encourage users’ participation in sharing economy platforms.