共享住宿平台信任建立措施对房客信任的影响研究——以途家为例

Measures of Sharing Accommodation Platform on Building Guests'Trust-Evidence from Tuji

就共享住宿而言,如何建立用户信任是业界、学界及政府部门共同关注的问题,而现有文献中探究真实情境下共享住宿平台信任建立措施实施效果者甚少。文章以途家为例,在信任建立模型的基础上,构建共享住宿平台房客信任影响因素模型,探讨共享住宿平台信任建立措施中的制度因素、情感因素和认知因素对房客信任的实际影响效果。研究发现:制度因素中的超赞房东、优选PRO房源、评价分数显著正向影响房客信任;情感因素中的即时速订并未对房客信任产生显著的正向影响;认知因素中的房东性别和房东性质显著正向影响房客信任,房东会员时长并未对房客信任产生显著的正向影响。文章拓展了共享住宿用户信任的理论研究,并为共享住宿平台进一步完善信任建立措施提供了科学依据。

Guests staying in shared accommodations usually face more risks than guests staying in hotels,such as personal information disclosure,rooms that do not match the description of the platform,poor service quality of the hosts,personal safety.These risks can easily lead to a sense of distrust,which is one of the main factors preventing guests from using shared accommodations.Therefore,for P2P accommoda-tions,how to build users'trust is an important issue that the industry,academia and government depart-ments pay common attention to.In order to alleviate the trust crisis caused by information asymmetry,some sharing accommodation platforms continue to optimize trust building measures,such as granting platform certification labels to hosts with good operating ability and listings with guaranteed quality,de-veloping reputation and feedback systems,and setting up home pages of hosts.However,there is still a lack of in-depth analysis on whether these trust building measures of sharing accommodation platforms can effectively promote the building of trust among guests.Most of the previous studies took Airbnb as the re-search object and collected data through questionnaire survey or experiment to explore the antecedent vari-ables affecting the trust of guests.However,there were few studies on the implementation effects of trust building measures of domestic sharing accommodation platforms.Taking Tujia as an example,this paper constructs a model of influencing factors of sharing accommodation platform guests'trust on the basis of the trust building model,and discusses the actual effects of institutional factors,emotional factors and cognitive factors in the trust building measures of sharing accommodation platform.The study finds that Superhost,preferred PRO listings and review scores of institutional factors significantly and positively af-fect guests'trust;The instant booking of emotional factors significantly and positively affect guests'trust;The hosts'gender and nature of cognitive factors significantly and positively affect guests'trust,whereas hosts'membership seniority does not have a significant positive impact on guests'trust.From the perspec-tive of standardized regression coefficient,the effect from large to small is:the hosts'nature,Superhost,the review scores,preferred PRO listings and the hosts'gender.This paper expands the theoretical re-search on users'trust of sharing accommodation,and provides supports for the sharing accommodation platform to further improve the trust building measures.