以共享經濟為號召的Airbnb，提供了旅客不同於傳統住宿的住宿體驗，融入當地生活方式的特質吸引了許多旅客使用Airbnb。除了真實性體驗，過去學者也指出，經濟實惠的住宿價格、個人親密關係的發展以及家庭化設備的提供都是Airbnb吸引人的原因。同時，過去Airbnb相關文獻也多以西方角度觀察旅客行為，較少以東方角度討論旅客行為，因此，本研究欲探討台灣旅客出國遊玩使用Airbnb之動機、影響旅客對房源選擇之差異、對Airbnb認知風險。本研究以滾雪球方式進行抽樣，共計16位受訪者，採用半結構訪談法與照片引談法，再以主題分析法進行訪談資料分析。
研究結果發現台灣旅客出國使用Airbnb主要動機為「房源價格」、「房型選擇多元」、「提供家庭化設備」與「平台使用經驗」。在Airbnb上之房源決策則主要受到「房東因素」、「房間價格」、「交通地理位置」、「房間照片呈現」、「提供家庭化設備」與「使用者評論」六項因素影響。旅客人格特質則影響與房東之間的互動，因此可將與房東互動分為「有前提的互動」與「避免互動」兩部分，討論不同人格特質對於房間選擇的差異。最後則針對Airbnb認知風險，提出「Airbnb使用認知風險」、「房東回應速度」、「住宿地點不易尋找」與「合法性問題」四項因素，討論旅客使用Airbnb過程之認知風險。

Airbnb provides opportunitiesfor tourists to experience the local lifestyles. In this respect, Airbnb offers tourists a different staying experience compare with traditional accommodations. In addition to the authentic experience, scholars have pointed that affordable accommodation price, the development of personal intimacy, and the provisions of home-based equipment are the reasons why Airbnb has become popular. It is found that previous literature relates to Airbnb often investigated from Western tourists’ perspective. Therefore, the objectives of this study are: to explore the motivations of Taiwanese tourists to use Airbnb in overseas country, to investigate the factors influencing Taiwanese tourists in selecting the Airbnb, and to find out the perceived risk when Taiwanese tourists using Airbnb. By adopting snowballing sampling method, this study conducted semi-structured interviews and photo-elicitation methods with 16 respondents. Based on the research findings, this study identified the motivational factors for tourists to use Airbnb are, ‘cheaper room rate’, ‘more options in room type’, ‘providing home-base equipment’, and ‘better experience in Airbnb website’. This study also found out six factors in influencing tourists’ choice of Airbnb namely, ‘Airbnb owner’, ‘room rate’, ‘location’, ‘room photo’, ‘home-base equipment’, and ‘user reviews’. Finally, research findings also indicate that cognitive Airbnb risk, landlord response speed, hard to find Airbnb location, and legal consideration are perceived risks when tourist using Airbnb. It is believed that the results of this study can provide offer practical insights for Airbnb company and Airbnb landlordsto capitalize on the various aspects of Airbnb using experience in order to create a desirable staying experience that meets the needs of tourists.

摘要 i
Abstract ii
目次 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目地與問題 5
第三節 名詞釋義 5
第二章 文獻探討 7
第一節 Airbnb 7
第二節 人格特質 16
第三節 Airbnb認知風險 23
第三章 研究方法 33
第一節 研究架構與流程 33
第二節 研究設計 34
第三節 資料收集流程 34
第四節 資料分析與整理 38
第五節 研究信效度 38
第六節 研究倫理 39
第四章 研究結果 41
第一節 選擇Airbnb因素 41
第二節 Airbnb房源決策依據 46
第三節 旅客人格特質與房東互動關係 56
第四節 Airbnb認知風險 61
第五章 結論與建議 67
第一節 結論與討論 67
第二節 管理意涵 70
第三節 研究限制 71
參考文獻 73
附錄 82

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