在线短租游客幸福感对重宿意愿的影响研究——感知价值的多重中介作用

Study on the Effect of Online Short-term Tourists’Happiness on Their Repeated Rental Intention:The Multiple Mediating Functions of Perceptive Value

在“万物皆可共享”时代,在线短租借助互联网成功地将房东的闲置房源分享给陌生游客,使我国旅游住宿选择更加多样。为此,如何抓住共享经济发展的浪潮,提升游客幸福感并激发其再次选择住宿的欲望,已成为推动在线短租行业可持续发展的关键。本研究基于住宿体验视角,尝试以感知价值为中介变量探究游客幸福感对其重宿意愿的影响。实证结果显示游客幸福感是重宿意愿的重要前因变量,而感知价值中的功能价值、情感价值、认知价值以及社会价值均在此过程中发挥了完全中介作用。最后,根据上述研究结果从增进游客住宿幸福感以及在线短租重复住宿意愿方面提出有针对性的对策建议,促进在线短租行业健康持续发展。

In an age that“everything can be shared,”online short-term rental,by virtue of the Internet,has successfully shared landlords’idle housing with tourists.This has diversified tourist accommodation choices in China.As to how to ride the tide of sharing economy and enhance the sustainable development of the online short-term rental industry,the key is to promote tourists’happiness and stimulate their desire for a second visit.From the perspective of tourists’accommodation experience,the influence of tourists’happiness on their repeated rental intention is investigated,taking perceptive values as the mediating variables.The empirical findings show tourists’happiness is a major antecedent variable of their repeated rental intention,and that the function value,emotional value,cognitive value,and social value of perceptive values have all played a complete mediating role in the process.Countermeasures and suggestions are advanced to promote tourists’accommodation happiness and their online short-term repeated rental intention,so as to boost the healthy and sustained development of the online short-term rental business.