共享住宿平台差异化对消费者选择的影响——基于离散选择实验

The Impact of the Home Sharing Platforms’ Differentiation on Consumer Choice: Based on Discrete Choice Experiment

移动互联网技术浪潮下,提供点对点资源匹配的共享住宿平台发展迅速。与传统酒店相比,共享住宿平台能够提供具有多元化、差异化装修风格、社交体验的房源,带给消费者不同的住宿体验。本文针对住宿商品的差异化属性,运用离散选择模型,定量分析影响消费者住宿选择的因素。结果表明,消费者在挑选住宿商品时更多关注房屋的装修风格、配套设施和房屋视觉体验,同时不同人群对房屋的社交体验偏好不同。根据定量分析,本文将为共享住宿平台提供差异化服务的发展建议。

Under the wave of mobile Internet technology, shared accommodation platforms offering peer-to-peer resource matching are developing rapidly. Compared with traditional hotels, the home sharing platforms can provide diversified and differentiated housing resource, which will bring different accommodation experiences to consumers. This paper based on the discrete choice model, analyzes the factors affecting the choice of consumers’ accommodation. The results show that when selecting accommodation products, consumers pay more attention to the decoration style, supporting facilities and housing visual experience, and the social experience preferences are different for various groups of people. Based on the results of the discrete choice experiment, this paper will provide development proposals for home sharing platforms’ differentiation.