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[구철모]The application of Aristotle's rhetorical theory to the sharing economy: an empirical study of Airbnb |
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chengao |
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19-05-30 13:54 |
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517 |
논문명 : The application of Aristotle's rhetorical theory to the sharing economy: an empirical study of Airbnb
저자(참여인력명): 구철모
게재지명 : JOURNAL OF TRAVEL & TOURISM MARKETING
핵심어 : Sharing economy, Aristotle’s rhetorical theory, persuasion, communication, online trust, trust formation, interactivity, Airbnb users, Airbnb hosts, Airbnb brand
초록
Sharing economy businesses require extensive trust-based communication between users and service providers to facilitate users’ positive persuasion processes. Based on Aristotle’s rhetorical theory, this study identifies three key persuasive cues (credibility, emotional bonding, and accommodation characteristics) and validates their roles in establishing users’ trust in an Airbnb setting. The moderating role of interactivity is further analyzed. Research findings from a survey sample of 171 Airbnb users indicate that persuasive cues are positively associated with trust in Airbnb hosts, which significantly leads to Airbnb brand trust. Interestingly, the moderating role of interactivity is only found in the relationship between emotional bonding and trust in Airbnb hosts. This study contributes to a better understanding of the factors that affect users’ trust building in the sharing economy context, and it offers guidance for platform providers to better operate their businesses by highlighting the important roles of persuasive cues and interactivity in users’ trust-building processes.
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