From Homeowner to Airbnb Host: The Role of Trust and Perceived Value.

To investigate the effects of trust and perceived value on the intentions to engage in hosting Airbnb, this study builds a multivariate model to explore the difference exists between Airbnb hosts and potential hosts. The empirical results reveal that perceived value is a major motivation for homeowners, while trust becomes the primary driving force for hosts continuing to use Airbnb. Perceived usefulness, ease of use, risks of Airbnb, and familiarity and personal innovativeness of users are furtherly examined as secondary variables. This study provides practical implications for the accommodation sharing platforms to improve the e-service quality and formulate marketing strategies. [ABSTRACT FROM AUTHOR]