Content Analysis, Decision Making, Online Reviews, Sharing Economy, Trust

• Main Author: Anugrah, Gita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/34831
• Institution: Institut Teknologi Bandung

One of the sectors affected by sharing economy is certainly accommodation. Sharing economy platforms encourage participants to be receptive to encounters with strangers, therefore trust is vital to the success of the sharing economy to overcoming uncertainty and mitigating risk. In making decision, focus on online platform, people prefer to form judgments using available cues and being influenced by others’ decisions. This study attempts to identify the factors affecting the perceived usefulness of online consumer reviews that could lead to trust perceptions by investigating two aspects of online information: The Messenger factors of review providers, such as personal reputation and product description and Message characteristics including quantitative (star ratings and number of reviews) and qualitative (review readability). Manual content analysis, the dual analysis with online reviews of super host located in Bandung identified both quantitative and qualitative aspects of text data. Online consumer reviews can be categorized as qualitative (written description) and quantitative (rating) evaluations.