The sharing economy is described as a community marketplace, particularly home sharing such as Airbnb, which is more prevalent. Airbnb changed the way renters and tourists find places to stay when they are traveling. The company introduced innovations in business models and technologies. So, Airbnb requires specific factors that will influence consumers’ trust because consumers intuitively seek out trusting factors to make judgments on innovative service providers. Thus, the purpose of this study is to understand the factors that influence travelers’ trust to use Airbnb within the three ASEAN nations.,The data were collected from both qualitative and quantitative methods. The questionnaire was the main data-gathering instrument used in this study and supplemented by informal interviews. A self-administered questionnaire was provided to 130 Airbnb users from the Philippines, Indonesia and Singapore using Hayes’ Process Macro as the statistical tool.,The correlation test was carried out to determine the strength and relationships among the independent, mediating and dependent variables. All independent variables are positively correlated with the mediating variable. The results reveal that ease of use, convenience, information social influence, normative social influence and security have a significant impact on trust and behavioral intention to use Airbnb.,This study contributes to the field of sharing economy, particularly home sharing, by examining different factors that influence trust and behavioral intention. This study focused on the case of Southeast Asian consumers, so this study is useful for marketing practitioners to enhance their marketing strategies in catering to this segment of the market.

中文翻译：

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影响三个东盟国家使用Airbnb服务创新的信任和行为意愿的因素

共享经济被描述为社区市场，尤其是像Airbnb这样的家庭共享市场，这种市场更为普遍。Airbnb改变了租客和游客在旅行中寻找住所的方式。该公司介绍了业务模型和技术方面的创新。因此，Airbnb需要特定的因素来影响消费者的信任，因为消费者会直观地寻找信任因素，从而对创新服务提供商做出判断。因此，本研究的目的是了解影响旅行者对三个东盟国家使用爱彼迎的信任度的因素。该数据是从定性和定量方法收集的。问卷是本研究中使用的主要数据收集工具，并辅以非正式访谈。使用Hayes的Process Macro作为统计工具，向菲律宾，印度尼西亚和新加坡的130个Airbnb用户提供了一份自我管理的问卷。进行了相关检验，确定了独立变量，中介变量和因变量之间的强度和关系。所有自变量都与中介变量正相关。结果表明，易用性，便利性，信息社会影响力，规范性社会影响力和安全性对使用Airbnb的信任和行为意图有重大影响。影响信任和行为意图的因素。这项研究的重点是东南亚消费者，