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研究生：	辛佳莉 Galeas, Cindy
論文名稱：	The Reservation Intention and Behavior on Airbnb: Language Expectancy Theory and Communication Accommodation Theory Perspective The Reservation Intention and Behavior on Airbnb: Language Expectancy Theory and Communication Accommodation Theory Perspective
指導教授：	陳正忠 Chen, Jeng-Chung Victor
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所 Institute of International Management
論文出版年：	2016
畢業學年度：	104
語文別：	英文
論文頁數：	85
外文關鍵詞：	Communication Accommodation Theory (CAT), Language expectancy theory (LET), Airbnb, Perceived Credibility, Online Reviews.
相關次數：	點閱：91 下載：1
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Nowadays consumers find it difficult to search for credible information when looking at online reviews. In the following research, two linguistic theories: Communication Accommodation Theory and Language Expectancy Theory, were applied to analyze how language characteristics influence perceived credibility of online reviews. This study is an experimental research, based on online reviews on Airbnb. Affect intensity, lexical complexity and feedback were introduced as predictor variables. Also, the effect of language switching was perceived as significant towards the moderation between feedback and perceived credibility. Furthermore, the relationship between intentions and the actual behavior were analyzed. It was observed that there is a preference for higher lexical complexity reviews and feedback.

Table of Contents

ACKNOWLEDGEMENT	II
ABSTRACT	III
List of Tables	VIII
List of Figures	X
CHAPTER ONE INTRODUCTION	1
1.1	Research Background and Motivation.	1
1.2	Research Objectives and Contributions.	5
1.3	Research Project and Scope of Study.	6
1.4	Research Procedure.	7
1.5	Research Structure.	8
CHAPTER TWO LITERATURE REVIEW	10
2.1	Online Reviews and Its Importance.	10
2.2	Theoretical Background.	11
2.2.1 Language Expectancy Theory.	11
2.2.2 Communication Accommodation Theory.	13
2.3	Linguistic Characteristics in Online Reviews and Credibility.	17
2.3.1 Affect Intensity.	17
2.3.2 Lexical Complexity.	18
2.3.3 Feedback.	19
2.4	Perceived Credibility.	20
2.5	Intention to Reserve.	22
2.6	Actual Behavior	22
2.7	Moderating Effect.	23
2.7.1 Language Switching.	23
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY	26
3.1	Conceptual Framework.	26
3.2 Definition of Variables.	27
3.3 Summary of Hypotheses.	29
3.4 Research Design.	29
3.5	Stimuli Development.	30
3.6	Pilot Experiment.	31
3.6.1 Manipulation Check for Affect Intensity.	32
3.6.2 Manipulation Check for Lexical Complexity.	32
3.6.3 Manipulation Check for Feedback.	32
3.6.4 Pilot Experiment Manipulation Check for Affect Intensity.	33
3.6.5 Pilot Experiment Manipulation Check for Lexical Complexity.	33
3.6.6 Pilot Experiment Manipulation Check for Feedback.	34
3.7	Experimental Procedure.	34
3.8	Construct Measurements	37
3.8.1 Perceived Credibility.	37
3.8.2 Intention to Reserve on Airbnb.	37
3.8.3 Actual Behavior on Airbnb.	38
3.8.4 Language Switching.	39
3.9	Control Variable and Other Dependent Variable.	41
3.10	Personal Information.	42
3.11	Data Analysis Procedure.	43
3.11.1 Descriptive Statistical Analysis.	43
3.11.2 Confirmatory Factor Analysis.	43
3.11.3 Reliability and Validity Test.	43
3.11.4 Analysis of Variance (ANOVA).	43
3.11.5 Regression Analysis.	44
CHAPTER FOUR RESEARCH RESULTS and findings	45
4.1 Data Collection.	45
4.2 Characteristics of the Respondents.	45
4.3 Descriptive Statistics.	47
4.4 Confirmatory Factor Analysis and Reliability Test.	50
4.5 Manipulation Checks.	53
4.5.1 Manipulation Check Affect Intensity.	53
4.5.2 Manipulation Check for Lexical Complexity.	53
4.5.3 Manipulation Check for Feedback.	54
4.6 Hypothesis Testing.	55
4.6.1 Analysis of Variance (ANOVA).	55
4.6.2 Regression Analysis.	56
Chapter five conclusions	64
5.1 Research Discussion and Conclusions.	64
5.1.1 Theoretical Implications and Managerial Implications.	65
5.2 Research Limitations and Suggestions for Future Research.	67
References	70
APPENDICES	74
Appendix 1: Introduction to the Purpose of the Study and Consentment.	74
Appendix 2: Experimental Process Explanation (This is the Same for All Eight Treatments).	75
Appendix 3: Description of Experiment Scenario (This is the Same for All Eight Treatments).	76
Appendix 4: Screenshot of Stimuli 1-Ecuador: High Affect Intensity, High Lexical Complexity, with Feedback.	77
Appendix 5: Screenshot of Stimuli 2-Honduras: High Affect Intensity, High Lexical Complexity, without Feedback.	78
Appendix 6: Screenshot of Stimuli 3-Argentina: High Affect Intensity, Low Lexical Complexity, with Feedback.	79
Appendix 7: Screenshot of Stimuli 4-Costa Rica: High Affect Intensity, Low Lexical Complexity, without Feedback.	80
Appendix 8: Screenshot of Stimuli 5-Panama: Low Affect Intensity, High Lexical Complexity, with Feedback.	81
Appendix 9: Screenshot of Stimuli 6-Guatemala: Low Affect Intensity, High Lexical Complexity, without Feedback.	82
Appendix 10: Screenshot of Stimuli 7-Chile Low Affect Intensity, Low Lexical Complexity, with Feedback.	83
Appendix 11: Screenshot of Stimuli 8-Mexico: Low Affect Intensity, Low Lexical Complexity, without Feedback.	83
Appendix 12: Reservation Webpage (This was the Same for the Eight Treatments, Changing the Name Only).	84
Appendix 13: Messages Received by Airbnb Costumers during 4 Weeks.	85
Appendix 14: Airbnb Profile Information.	85
List of Tables
Table 1.1 Study Scope	7
Table 2-1 Distinctions in Characterizing Convergence and Divergence	15
Table 3-1 Variables and Definitions	27
Table 3-2 Description of Manipulation	31
Table 3-3 Results of the Manipulation Check for Affect Intensity-Pilot Experiment	33
Table 3-4 Results of the Manipulation Check for Lexical Complexity-Pilot Experiment	34
Table 3-5 Results of the Manipulation Check for Feedback-Pilot Experiment	34
Table 4-1 Characteristics of Respondents	46
Table 4-2 Results of Descriptive Analysis for the Major Variables in the Study	48
Table 4-3 Results of Factor Analysis and Reliability Test	50
Table 4-4 Levene’s Test for Affect Intensity	53
Table 4-5 Results of the Manipulation Check for Affect Intensity	53
Table 4-6 Levene’s Test for Feedback	54
Table 4-7 Results of the Manipulation Check for Feedback	55
Table 4-8	 Analysis of Variance (ANOVA) for Affect Intensity, Lexical Complexity and Feedback	56
Table 4-9	 Regression Results for Hypothesis 4	57
Table 4-10	 Regression Results for Hypothesis 6a	58
Table 4-11	 Regression Results for Hypothesis 6b	58
Table 4-12	 Regression Results for Hypothesis 7a	59
Table 4-13	 Regression Results for Hypothesis 7b	59
Table 4-14	 Regression Results for Hypothesis	60
Table 4-15 Logistic Regression for Actual Behavior	61
Table 4-16	 ANCOVA Results for Overall Model	63
Table 5-1 Summary of Hypotheses	64






















List of Figures
Figure 1-1. Study flowchart	8
Figure 2-1. Communication accommodation theory flow	13
Figure 3-1. Conceptual framework	26
Figure 3-2. Experimental study flow chart	36

                                    

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