Marketing Teaching Innovation in the Internet Age: Evidence from AIRBNB Website
- DOI
- 10.2991/assehr.k.210824.045How to use a DOI?
- Keywords
- Marketing Teaching Innovation, Sharing Economy, Website Quality, Customer Trust
- Abstract
In current internet age, universities are seeking for innovations in teaching mode, so as marketing course. In order to reach the goal of stimulating students’learning interest and initiative, case studies are becoming popular in marketing teaching innovations. This paper is to establish and test the quality of the peer-to-peer accommodation website and the customer trust model in marketing by taking Airbnb website as an example. In the model, the website quality of Airbnb was measured in five dimensions, that is, usability, information quality, customization, communication and community. In addition, the author implemented SPSS as the tool to analyze the statistical data collected from the participants, mainly using descriptive and correlation based on the data of 177 samples, the result demonstrated that there is a strong positive correlation between website quality and customer trust. Hence, it is important for improving the website quality by enhancing the “five dimensions” provided in the model for higher level customer trust in marketing. By using this intuitive approach, students can profound understand related marketing knowledge while internet provides an access for this possibility.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Yang Zhou AU - Xiao Jing Li AU - Chen Yang AU - Zhe Yang PY - 2021 DA - 2021/08/25 TI - Marketing Teaching Innovation in the Internet Age: Evidence from AIRBNB Website BT - Proceedings of the 2021 International Conference on Modern Educational Technology and Social Sciences (ICMETSS 2021) PB - Atlantis Press SP - 205 EP - 209 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210824.045 DO - 10.2991/assehr.k.210824.045 ID - Zhou2021 ER -