共享住宿领域房东未来共享行为研究--基于风险决策的视角

Hosts’Future Sharing Behavior in the Sharing Economy:The Perspective of Risk Decision Making

作为共享经济的重要分支,共享住宿在满足个性化住宿需求中起到重要作用。以往研究主要从需求角度考察房客对共享住宿的参与意愿,较少从供给角度分析房东参与共享经济的意愿及影响因素。本研究将房东共享行为看作一种风险决策行为,根据风险决策的双系统模型,考察共享住宿领域房东的风险态度和主观幸福感对其未来共享行为的影响,以及社会距离的中介作用。结果表明:房东积极的风险态度与高主观幸福感均对其未来共享行为有正向影响,对社会距离有负向影响;社会距离对房东未来共享行为有负向影响,且分别在风险态度与未来共享行为、主观幸福感与未来共享行为间起中介作用。本文从风险行为决策的角度出发,对未来共享行为进行了较深入的研究和探讨。

As an important part of sharing economy,sharing accommodation is playing a more and more important part in satisfying consumers’personalized needs of accommodation.Previous researches have focused on the consumers’intention to participate in sharing accommodation,while little is known about the intention and infl uencing factors of hosts.Participation in sharing accommodation is a kind of risky behavior,thus,based on the dual-process model of risk decision making and information processing psychology,this article analyzed the influences of external attitude(risk attitude)and internal emotion(subjective wellbeing)on future sharing behavior and the mediating eff ect of social cognition(social distance)with 312 valid samples collected by questionnaire method.The results revealed that the host’s risk attitude and wellbeing were positively related to sharing behavior respectively;risk attitude was negatively related to social distance;social distance was negatively related to sharing behavior,and played a mediating role in the relationship between risk attitude and sharing behavior and the relationship between wellbeing and sharing behavior respectively.This article promotes the understanding of hosts’participation in sharing accommodation from the perspective of risky decision making,and makes some suggestions for the host,platform and government to promote the development of sharing accommodation.