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초록 |
This study aims to investigate trust based on privacy-trust-behavior intention under the influence of cross cultural backgrounds. We try to find out the relationships between the privacy principles, such as security and notice, trust in Airbnb and trust in host.
Further, it investigate the moderating effect of cultural backgrounds of the guests in Airbnb, Koreans and Americans. We examined how security and notice that is main privacy policies influence on trust, and how trust transfer is formed from trust in host to trust in Airbnb. The findings indicate that a significant relationship between privacy principles and trust, and continuously behavioral intention to use Airbnb as well as trust trasnfer from trust in host to trust to Airbnb. The cross cultural effect on these relationships was also significantly examined, it means marketer should consider that different privacy principles could highlight in high and low context culture. |
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