卖方私人信息对消费者在线短租入住意向的影响研究

Effects of Personal Information on the Seller on Consumer’s Admitted Intention to Online Short-term Tenancy

以往的研究指出分享住房市场的在线评分趋于同质性,无法有效影响消费者信任。在线短租房东私人信息(面孔照片)的使用推动了本文研究的深入,本文建构了信任倾向和面孔可信度对消费者信任及其入住意向的影响机制模型,运用情境实验法证明了信任倾向和面孔可信度通过影响消费者信任,进而影响其入住意向,且房间价格在信任和入住意向之间起负向调节作用。本文的研究结果为住房分享市场中卖方私人信息(面孔照片)的使用提供了理论指导,在消费者自身信任倾向一定的情况下,消费者会更多地利用外界信息(如卖方的私人信息面孔照片)来做出决策。

The past studies pointed that online score of share housing market tend to be homogeneous,unable to effectively influence consumer trust.The use of online short-term tenancy’s host personal information(facial photo)pushed our study into depth.The paper constructed the effect mechanism model of trust propensity and facial trustworthiness on consumer’s trust and admitted intention,and the research hypotheses were tested by the situational experiment method.The empirical analysis produced a number of important findings and conclusions:first,consumer’s trust propensity and host’s facial trustworthiness have significant positive effect on consumer trust.However,when the host has the unambiguous face characteristics,the effect of trust propensity on trust is far less than facial trustworthiness on trust.So there is no interaction of trust propensity and facial trustworthiness on trust.Second,the trust of consumer to host has positive effect on admitted intention of online short-term tenancy,that is to say the trust plays an intermediary role in trust propensity,facial trustworthiness and admitted intention.Finally,price has the negative regulation effect between consumer trust and admitted intention to online shortterm tenancy.