基于扎根理论的共享住宿选择意愿影响因素及机理研究

A QUALITATIVE RESEARCH ON CONSUMERS’S ADOPTION OF PEER-TO-PEER ACCOMMODATION BASED ON GROUNDED THEORY

共享住宿是在共享经济背景下发展起来的一种新兴住宿模式,现已受到众多消费者青睐,但目前针对我国文化和市场条件下的共享住宿选择意愿还缺乏系统研究。基于此,本文对26位国内共享住宿平台用户进行深度访谈,采用扎根理论方法,利用质性分析软件NVivo10对访谈资料进行整理分析,归纳了共享住宿选择意愿的影响因素及影响机理。结果表明:产品服务质量、社会影响、平台能力和多样性作为拉力因素,本真利益、安全利益、经济利益、个人知识作为推力因素,共同刺激消费者产生享乐、信任及感知有用的心理感受,并由此决定其消费意愿和推荐意愿。研究结果对理解消费者选择共享住宿的原因具有理论意义,对共享住宿平台开展营销活动具有实践指导作用。

As an emerging business model,peer-to-peer accommodation developed with the rising of the sharing economy.Compared with traditional accommodation,the peer-to-peer accommodation has more advantages in price and can provide"home benefits",so it is favored by more and more consumers.However,there is still a lack of systematic research on the willingness of peer-to-peer accommodation adoption in Chinese culture and market situations.Therefore,this paper bases on the grounded theory method and uses the qualitative analysis software NVivo10 to analyze the original interview data,extracts the main factors and impact mechanism.The results suggest that the pull factors(product&service quality,social influence,platform capability and variety),and the push factors(authenticity,safety,economic benefit and personal knowledge)are preconditions for subjective psychological feelings(enjoyment,trust and perceived usefulness),and then subjective psychological feelings determine the consumer’s willingness to consumption and recommendation of peer-to-peer accommodation.This study contributes to the literature by analyzing and uncovering the reasons that consumer choose peer-to-peer accommodation,and practical guidance for the marketing activities of peer-to-peer accommodation platforms.