在线短租平台用户住宿决策影响因素研究

Influencing Factors of User Decision via Online Short-rent Platform

为研究共享经济背景下在线信息对消费者决策的影响,从旅行房屋租赁社区Airbnb网站采集了中美两国1 124条房源预订数据,通过相关分析和回归分析研究了在线评论信息对消费者预订意图的影响。结果表明,在中国地区,评论数量、总体评分和价格均对购买意图有显著正向影响。各项细节评分对购买意图无显著影响,但其与总体评分显著相关。在美国地区,仅评论数量对购买意图产生正向的显著影响。本文对中美两国短租平台消费者行为决策研究具有理论价值和实践指导意义。

In order to study the impact of online information on consumers＇ decision in the context of sharing economy,1 124 pieces of housing reservation data were collected from China and the United States from the housing rental website Airbnb,and impact of online information on consumer＇ s booking intention is researched by correlation analysis and regression analysis. Results show that the number of reviews,overall rating and price in China all have significantly positive impacts on purchase intention. Details of the rating have no significant effect on purchase intention,whereas they are significantly related to the overall rating. In the United States,only the number of reviews has positive impacts on purchase intention,and other variables have no significant effect on purchase intention. This paper has theoretical and practical significance for the study of consumer behavior decision-making in short-rent platform users in China and the United States.