Proceedings of the 2021 International Conference on Modern Educational Technology and Social Sciences (ICMETSS 2021)

Marketing Teaching Innovation in the Internet Age: Evidence from AIRBNB Website

Authors
Yang Zhou, Xiao Jing Li, Chen Yang, Zhe Yang
Corresponding Author
Zhe Yang
Available Online 25 August 2021.
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/).

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Volume Title
Proceedings of the 2021 International Conference on Modern Educational Technology and Social Sciences (ICMETSS 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
25 August 2021
ISBN
978-94-6239-420-9
ISSN
2352-5398
DOI
10.2991/assehr.k.210824.045How to use a DOI?
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  -