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Implication of the fit between airbnb and host characteristics: a trust-transfer perspective

Airbnb is the peer-to-peer accommodation website and one type of sharing economy. Airbnb has a growing trend in the world. It is important to understand why guests (buyers) build trust in Airbnb and trust in the hosts (sellers). Grounded in the fit theory and trust transfer, this study investigates which characteristics of hosts and the platform have an impact on the trust in host and trust in Airbnb through guests' perceived fit. This study will collect from a sample of the Airbnb users and analyze the data using structural equation modeling. The findings will bear implications for the researchers as well as for practitioners.