民宿消费的知觉风险维度研究——以南京大学生为例  

Research on the Dimension of Perception Risk of Home Stay Consumption——Taking Nanjing College Students as an Example

作　　者：胡荣 朱诗辰 Hu Rong;Zhu Shichen(Jincheng College, Nanjing University of Aeronautics and Astronautics, Nanjing, Jiangsu 210000)

机构地区：[1]南京航空航天大学金城学院

出　　处：《江苏商论》2019年第7期14-15,22,共3页Jiangsu Commercial Forum

基　　金：江苏省高等学校大学生创新创业训练计划项目:民宿消费者的知觉风险维度研究——以南京大学生为例(项目编号:201813655009Y)

摘　　要：大学生民宿消费具有不同于普通民宿消费的市场特征和消费者行为,对大学生民宿消费知觉风险的研究,有助于推动民宿业和旅游业的发展.文章探索了大学生民宿消费知觉风险维度,并对各维度的知觉风险进行了测量.研究结果发现:大学生民宿消费的知觉风险包含时间风险、生理风险、绩效风险、心理风险、财务风险和社会风险六个维度;其中社会风险是首次提出,并被证实是大学生在网上预订民宿时知觉到的风险水平中较高的因素.The consumption of college students' home stays has different market characteristics and consumer behaviors than that of ordinary home stays consumption. The research on the perceived risk of college students' home stays helps to promote the development of the hotel industry and tourism industry. The article explores the consumer perception risk dimension of college students and measures the perceived risk of each dimension. The research results show that the perceived risk of college students' consumption includes six dimensions: time risk, physiological risk, performance risk, psychological risk, financial risk and social risk. Among them, social risk is proposed for the first time, and it is confirmed a high level risk factor that college students are aware of when booking online.

关 键 词：大学生民宿消费 知觉风险 结构 测量 

分 类 号：F719.2[经济管理—产业经济]