A Case Study of the Explosive Development of Airbnb—From the Perspective of Users’ Perceived Risk

作者: 杨 宁 , 徐 勇 :中山大学管理学院市场营销系,广东 广州 ;

关键词: 协作消费感知风险AirbnbCollaborative Consumption Perceived Risk Airbnb


Abstract: Through analyzing how Airbnb lowered users’ perceived risk, this study aims to provide man-agement inspiration for startup companies in the field of collaborative consumption. Based on ex-tracting news and information of the company during an explosive growth of online booking number (2010-2012), it is concluded that the main measures of Airbnb were setting up insurance, 24-hour service hotline, providing free door-to-door photography service and sending the tenant detailed information from the community, etc. Numbered and classified, the news and information are put into a one-to-one correspondence analysis with 6 dimensions of consumer’s perceived risk. The result shows that Airbnb mainly reduced the landlord and tenant’s financial risk and time risk, as well as the tenant’s performance risk from 2010 to 2012. However, there are no obvious or mass measures on lowering physical risk, social risk or psychological risk were taken.

文章引用: 杨 宁 , 徐 勇 (2016) Airbnb爆炸性发展的案例分析—基于用户感知风险视角。 现代市场营销, 6, 1-10. doi: 10.12677/MOM.2016.61001


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