Investigating Utility, Attitude, Intention to Use, Satisfaction, and Loyalty in the Sharing Economy : The Case of Accommodation

Abstract

The sharing economy, facilitated by the development of information technology plays a crucial role in our society by providing benefits but with various concerns. The market of the sharing economy has grown explosively in recent years, so related studies have also gradually increased (Kim and Cho, 2016). By classifying existing and potential users, the purpose of this study is to examine i) how utilities such as transaction, social, sustainability, technology, the economy, and trust affects attitude; ii) how attitude affects satisfaction and intention to use; iii) how satisfaction affects loyalty; and iv) how intention to use affects the expected satisfaction of sharing accommodations. This study collects data through a survey and applies quantitative analyses such as factor, regression, and ANOVA. The results reveal that there are different effects for existing and potential users. This study provides theoretical, managerial, and policy implications for future analysis of the relationship between perceived utilities and customers’ attitudes.