基于主客互动与风险感知的在线短租消费者聚类研究——以爱彼迎为例

Segmenting Online Short-term Rental Consumers using Host-guest Interaction and Risk Perceptions--Taking Airbnb as an example

在线短租行业通过第三方平台实现闲置房屋资源的高效利用,这种新型住宿模式不仅给消费者带来新奇体验,给房东及平台创造收益,更为住宿业注入了新的活力。为了深入研究风险感知与主客互动对在线短租消费行为的影响,以爱彼迎消费者为研究对象,试图以风险感知和主客互动为变量对爱彼迎消费群体进行细分,聚类分析出三种不同类型的消费者:忠实粉丝型、理性路人型及无所谓型。采用单因子方差分析进一步明确这三类消费者在信任、共创价值及使用意愿上的差异,并在归纳不同类型消费者特点的基础上有针对性地提出营销建议。研究对我国在线短租平台进一步发展具有借鉴意义。

With the rapid development of the sharing economy,online short-term rentals have triggered a new wave in the accommodation industry.A new model of accommodation through the third-party platform realizes the efficient use of unused housing resources,which not only brings a new experience for consumers but also makes more profit for landlords and platforms,injecting fresh energy into the accommodation industry.As the leader in online short-term accommodation,Airbnb has 4 million homes in 191 countries and can serve 300 million travelers.Providing accommodation services,however,unlike Airbnb’s surge in the global market,Airbnb is struggling in China.Often,they get bogged down by security concerns and service issues.In contrast to traditional offline store sales,online travel products are not booked and purchased with face-to-face interaction,which makes consumers face more risk,and Airbnb’s unique host services can reduce customers’perceived risk through host-guest interaction and increase trust.Thus,for Airbnb,the characteristics of its host-guest interactions and its current exposure to customer risk perceptions are critical and deserve further research.Therefore,this paper aims to investigate the effects of risk perception and host-guest interaction on online short-term rental consumer behavior,taking Airbnb customers as the target audience.This paper used a snowball sampling method to obtain 302 valid questionnaires.The reliability and validity of the questionnaires were tested.Perceived risk and host-guest interaction are used as variables to segment the Airbnb customer base.Cluster analysis resulted in three different types of consumers:loyal fan type,rational passerby type,and indifferent type.Secondly,one-way ANOVA further explored the differences in trust,co-creating value,and willingness to use.Finally,we summarize the characteristics of different types of APC consumers and provide targeted marketing recommendations.This study integrates variables such as customer-host interaction,perceived risk,trust,value co-creation,and willingness to use.The psychological perception of Airbnb users opens up a new research path for the sharing economy and enhances the original theory in the Chinese environment.It also provides reliable recommendations for the development of China’s accommodation industry.There are three future research directions.First,the research format can be further enriched,such as using contextual group experiments to validate the research findings;second,it is also possible to enhance the examination of the psychological aspects of consumer groups in the sharing economy and explore measures to stimulate their continued effective engagement;third,we will explore the intrinsic relationship between variables such as host-guest interaction and risk perception.