游客共享住宿消费的心理机制研究:基于认知—情感—意动理论的视角

Tourists′Psychological Mechanism in Sharing Accommodation:A Cognition-emotion-action Theory Perspective

共享住宿业是共享经济最为成熟的市场领域之一,但目前还缺乏对游客共享住宿消费心理机制的全面理解。基于认知—情感—意动理论,通过问卷调查,对游客共享住宿消费进行全面系统的实证研究。结果表明:多样性、平台能力、产品服务质量、本真利益、个人知识、经济利益和安全利益通过享乐、感知有用性和信任影响游客的共享住宿意愿,社会影响是游客选择共享住宿的直接原因。研究结论在理论上构建了游客共享住宿消费心理机制模型,为房东开展共享住宿营销提供了策略建议。

Sharing accommodation has developed into one of the maturest market areas of sharing economy,but there is still a lack of comprehensive understanding of the psychological mechanism of tourists′sharing accommodation consumption.Based on the cognition-emotion-motivation theory,this paper conducted a comprehensive and systematic empirical study on tourists′consumption of sharing accommodation through questionnaire survey.The results showed that diversity,platform capability,quality of products and services,authentic interests,personal knowledge,economic interests and security interests influenced tourists′consumption intention of sharing accommodation through enjoyment,perceived usefulness and trust.In addition,social influence also was a direct factor for tourists to participate in sharing accommodation.The results theoretically constructed the psychological mechanism model of tourists′consumptions in sharing accommodation,and provided strategic suggestions for landlords to carry out sharing accommodation marketing.