线索一致性对共享住宿平台用户购买决策的影响研究:房客文本信息和房源图片信息的交互效应  

Impacts of Cue Consistency on Shared Accommodation Bookings:Interaction Between Texts and Images

作　　者：池毛毛[1,2] 潘美钰 王伟军 Chi Maomao;Pan Meiyu;Wang Weijun(School of Information Management,Central China Normal University,Wuhan 430079,China;E-commerce Research Center of Hubei Province,Central China Normal University,Wuhan 430079,China;Key Laboratory of Adolescent Cyberpsychology and Behavior,Ministry of Education,Central China Normal University,Wuhan 430079,China)

机构地区：[1]华中师范大学信息管理学院,武汉430079 [2]华中师范大学湖北省电子商务研究中心,武汉430079 [3]华中师范大学青少年网络心理与行为教育部重点实验室,武汉430079

出　　处：《数据分析与知识发现》2020年第11期74-83,共10页Data Analysis and Knowledge Discovery

基　　金：国家自然科学基金青年项目“电商平台演化对平台绩效的影响机理研究:基于复杂适应系统的视角”(项目编号:71801104);国家自然科学基金面上项目“基于屏幕视觉热区的网络用户偏好提取及交互式个性化推荐研究”(项目编号:71571084);中央高校基本科研业务费项目“互联网+转型背景下传统企业参与电商平台的价值实现研究”(项目编号:CCNU20TS024)的研究成果之一。

摘　　要：【目的】探索共享平台中不同主体的信息线索及其线索一致性对用户购买决策的影响机制。【方法】以线索一致性理论为基础,从房客文本线索(UGC)和房东图片线索(MGC)角度构建模型,利用爬虫技术在共享住宿平台网站上获取相应房源数据,研究信息线索一致性对消费者购买决策的影响。【结果】UGC的文本线索和MGC的暖色调图片显著正向影响用户购买决策,UGC与MGC的信息线索一致性程度对用户购买决策具有显著正向影响。【局限】图片参数的提取还有待扩展,未来可以进一步对识别房源基础设施展开研究。【结论】本研究关注平台双边的信息线索,为共享住宿平台和房东如何有效建立和利用信息线索提供参考和建议。[Objective]This paper examines the influences of clue consistency on users’booking decisions on shared accommodations.[Methods]First,based on the Clue Consistency Theory,we constructed a research model from the perspective of User-Generated Content(UGC)and Marketer-Generated Content(MGC).Then,we conducted an empirical study on data collected from Xiaozhu.com-a well-known short-term renting website in China.Finally,we examined the impacts of clue consistency on renters’purchase decisions.[Results]The purchase decision of tenants was positively correlated to the text clues of UGC and warm color pictures of MGC.Also,the information consistency between UGC and MGC posed significant positive impacts on purchase decisions.[Limitations]More image parameters need to be extracted in future research,which will help us identify home styles.[Conclusions]This study could help shared accommodation platforms and landlords improve their services.

关 键 词：线索一致性 图片信息 文本信息 共享住宿平台 用户购买决策 

分 类 号：G203[文化科学—传播学]