共享经济中评论的邻近效应——基于短租民宿的实证研究  

The Proximity Effect of Online Reviews in the Sharing Economy——An Empirical Study Based on Short-term Rental Industry

作　　者：郑本霞[1] 李政 吴邦刚 ZHENG Ben-xia;LI Zheng;WU Bang-gang(Sichuan Vocational College of Finance and Economics,Chengdu 601010;China Energy Engineering Group Guangdong Power Engineering Co.,Ltd,Guangzhou 510700;Business School,Sichuan University,Chengdu 610065)

机构地区：[1]四川财经职业学院,成都601010 [2]中国能源建设集团广东火电工程有限公司,广州510700 [3]四川大学商学院,成都610065

出　　处：《软科学》2022年第6期138-144,共7页Soft Science

基　　金：国家自然科学基金项目(71902148);中国博士后科学基金项目(2019M660243);四川省社会科学重点研究基地项目(YJY2020015);四川大学校级项目(2020CXQ23)。

摘　　要：基于小猪短租武汉地区民宿的线上评论数据,分析研究了邻近民宿店铺评论对中心民宿店铺评论的影响,以及店主信用级别和民宿相似性的调节作用。结果显示:附近民宿的评论分数对中心民宿的评论分数具有显著的正向影响;中心民宿店主信用级别和民宿相似性对以上关系起调节作用,店主信用级别越低,附近民宿评论对中心民宿评论的正向影响越强;民宿之间的相似性越高,附近民宿评论对中心民宿评论的正向影响会更强。Based on the online review data of xiaozhu.com in Wuhan,this paper analyzes the influence reviews of neighborhood on the reviews of focused rooms,and the moderating effect of the hosts′credit rating and rooms′similarity.The results show that the review scores of nearby have a significant positive impact on the review scores of focused room.The hosts′credit and the rooms′similarity moderate the above relationship.The lower the credit rating,the higher impact for the proximity effect.The higher level of similarity,the stronger the positive impact of the nearby reviews on the reviews of focal room.This paper studies the proximity effect in the sharing economy,which also has important guiding significance for business implication.

关 键 词：邻近效应 线上评论 信用级别 相似性 共享民宿 

分 类 号：F724.6[经济管理—产业经济] F719.2