The purpose of this study is to identify the effect of service qualities of lodging online platform on trust towards the platform and accommodations along with the relationship on intention to use. Data was collected from those who had experienced any kind of online platforms for accommodation reservation and information search from May 1 to 31, 2021 via online survey. Applying an exploratory factor analysis, service qualities of lodging online platform were divided into three factors; economics, privacy, informativeness. The finding reveals a positive influence of economics, privacy, and informativeness on trust towards lodging online platform and accommodations on the platform. In addition, trust about lodging online platform turned out to transfer to accommodations. Several implications and suggestions to improve users’ intention to use logding online platform were discussed at the last part of the paper.
Ⅱ. 이론적 연구
Ⅴ. 결론과 제언