信任构建机制对共享民宿预订量的影响——基于Airbnb的实证研究  

The Effects of Trust-building Mechanisms on Peer-to-Peer Accommodation Booking: An Empirical Study on Airbnb

作　　者：徐峰[1] 张新[1] 梁乙凯 王高山[1] 陈云 XU Feng;ZHANG Xin;LIANG Yikai;WANG Gaoshan;CHEN Yun(School of Management Science and Engineering,Shandong University of Finance and Economics,Jinan 250014,China)

机构地区：[1]山东财经大学管理科学与工程学院,山东济南250014

出　　处：《旅游学刊》2021年第12期127-139,共13页Tourism Tribune

基　　金：国家社会科学基金项目“互联网大数据情境下的网络舆情与在线服务补救交互作用机理”(18BGL263);国家社会科学基金后期资助项目“电子政务云服务采纳、吸收及其价值影响机制研究”(20FGLB070);国家留学基金委(201902515004);山东省自然科学基金资助项目“政府数据开放平台对企业开放式创新绩效的影响机制研究”(ZR2019BG004)。

摘　　要：P2P共享经济作为新兴商业模式,对于提高社会资源利用效率具有重要意义。顾客在共享经济平台交易时,信任是影响顾客购买意愿的关键因素。文章利用在线信任构建理论,建立基于认知、情感和制度的3种信任构建机制相关因素对共享民宿预订量的影响模型,从共享民宿平台Airbnb上收集了我国香港地区数据进行实证分析。研究结果表明:从认知视角来看,民宿描述长度和经营年限正向影响预订量,房东经营的共享民宿数量负向影响预订量;从情感视角来看,在线评论的数量和效价正向影响共享民宿预订量;此外,共享民宿平台建立的第三方标记和身份认证制度有助于提升预订量。研究在理论上将信任构建机制的应用情境拓展到P2P共享经济,使用实证研究方法从信任视角验证了民宿服务质量信息对预订量的影响。研究也为平台管理方和民宿房东如何构建在线信任方面提供了实践指导,平台管理方应合理控制房东经营规模以确保服务质量。As an emerging business model, P2 P(peer-to-peer) sharing economy plays an important role in improving the efficient use of social resources. The hospitality sector is one of the industries most influenced by sharing economy. Despite the proliferation of the P2 P sharing accommodation, the survey shows that hotel occupancy was significantly higher than P2 P accommodation occupancy. A continuous lack of online trust among consumers increases concerns about uncertainty and risk, which inhibits their P2 P participation. Trust has been widely recognized as the crucial factor of consumer purchase intention on P2 P sharing platforms. Thus, sharing economy platforms face a major challenge in how to best alleviate the worries of consumers and service providers in regard to online risk. Therefore, it is of great value to find trust antecedents of sharing economy platforms that affect customers ’ decision making process. This study aims to examine the effects of online trust-building mechanisms on the P2 P reservations made on Airbnb, one of the world’s leading short-term rental platforms.Based on the trust-building theory in the online market, this paper developed a series of hypotheses and built a conceptual model to explore the effects of trust antecedents originated from cognition-based,affect-based and institution-based trust-building mechanisms on the P2 P accommodation reservations.Using a large data set of 2968 active listings hosted in Hong Kong obtained from Airbnb.com, this study estimates the effects of cognition-based, affect-based and institution-based trust-building mechanisms on the sales performance of the hosts’ Airbnb listings through a Poisson regression model. A series of robustness checks were also performed to verify the consistency of the estimated effects. The results of regression revealed that cognition-based trust antecedents such as depth of listing description and length of operating experience positively affect reservations, whereas the number of listings owned by a host offers negative

关 键 词：共享民宿 信任构建机制 Airbnb 在线评论 

分 类 号：F59[经济管理—旅游管理]