The influence and power of the sharing economy are beginning to change our lifestyles and consumption patterns. Among the sharing firms operating in the sharing economy, Airbnb is not only a well-known example of a successful O2O (online to offline) giant but also positions itself as a social commerce website. This study intends to remove the mask of Airbnb from the perspectives of website decomposing because it is important to understand how social commerce is incorporated into the websites of e-commerce retailers to support their online business models. Drawing on the two-factor theory, we focus on the following two research questions: (1) Which website features are hygiene factors and which are motivation factors? (2) How are the hygiene and motivation factors that affect a consumer’s motivation for using the Airbnb website distributed across the stages of the consumer decision-making process? To answer these questions, this study will be conducted by a survey methodology to collect the data.
Lin, Sheng-Wei and Lo, Louis Yi-Shih, "MOTIVATION FOR USING THE SOCIAL COMMERCE WEBSITE IN THE SHARING ECONOMY: A TWO-FACTOR THEORY PERSPECTIVE" (2016). PACIS 2016 Proceedings. 108.