The purpose of this research is to investigate the accountability of the extended technology acceptance model (TAM) in the domain of sharing accommodation platform service. Based on TAM, this research derived attributes such as network externalities, trust, interactivity, ease of use, usefulness, and intention to repurchase. This study selects Airbnb as the context. A survey was adopted as the main instrument of this research. The total number of valid observations is 450. For the data analysis, this study conducted frequency analysis, confirmatory factor analysis, correlation matrix, reliability test, and path analysis using structural equation modeling. The results show that network externalities are essential to account for trust and interactivity. In addition, the results show that interactivity is an influential element to both ease of use and usefulness. Moreover, usefulness is affected by trust and interactivity. Furthermore, this research reveals the positive association between usefulness and intention to repurchase.

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PurposeThe purpose of this study is to analyze the influence of coffee quality on brand preference and loyalty using Starbucks as a study subject. The determinants of coffee food healthiness are also investigated.Design/methodology/approachFood quality measures are composed of healthiness, taste, customization, price fairness and convenience. Hygiene and nutrition disclosure were examined as determinants of food healthiness. The highlighted food quality attributes were brand love and brand loyalty. Data were collected using Amazon Mechanical Turk. A total of 431 observations were used for data analysis. A structural equation model was conducted for hypotheses testing.FindingsThe results revealed that healthiness is positively associated with hygiene and nutrition disclosure. Brand love is also significantly influenced by healthiness, taste, customization and price fairness. Moreover, taste and price fairness appeared to be essential determinants of Starbucks brand loyalty.Originality/valueThis study scrutinized food quality in the domain of coffee business, and presented implications for the business. Data collected in this study contributed to the literature by revealing quality attributes of coffee and its determinants and also showing the significant relationship between coffee food quality, brand love and brand loyalty.

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