主客互动感知差异对在线旅游民宿顾客持续信任影响研究——以海南省三亚市民宿为例  

A Study of the Impact of Perceived Differences in Host-guest Interaction on the Continuous Trust of Online Homestay Customers——Take Sanya Homestay, Hainan Province as an Example

作　　者：张宇慧[1,2] 刘红汐 ZHANG Yuhui;LIU Hongxi(School of Management,Hainan University,Haikou 570228,Hainan,China;College of Management and Economics,Tianjin University,Tianjn 300072,China)

机构地区：[1]海南大学管理学院,海南海口570228 [2]天津大学管理与经济学部,天津300072

出　　处：《旅游研究》2023年第1期56-70,共15页Tourism Research

基　　金：海南省自然科学基金“服务生态系统环境下旅游供应链企业价值共毁的关系缓冲机制研究”(721RC528)。

摘　　要：在线旅游民宿交易的模式里,动态发展的信任是影响顾客在线购买决策的重要因素,而民宿主人与顾客之间的主客互动是产生信任的重要源泉之一。以三亚旅游民宿为例,通过对在线评论的数据爬取,归纳出主客双方关注焦点,将在线旅游民宿的主客互动分为物品互动、人际互动、情境互动三个维度。在此基础上,进一步研究主客互动感知差异对在线旅游民宿顾客从初始信任发展到持续信任过程中的中介作用。研究结果表明:主客互动内部不同维度在初始信任到持续信任之中起着不同程度的中介影响作用。其中,物品互动和人际互动有显著的中介作用,且物品互动的中介效应大于人际互动的中介效应,而情境互动的中介作用不显著。In the transaction mode of online homestay, trust with dynamic change has been an important factor influencing customers’ purchase decisions, the interaction between the homestay host and the customer is one of the important sources of trust. This paper analyzes the commentary data of homestays in Sanya which is obtained by web crawler technology, and summarizes the focus of attention of both host and guest. Host-guest interaction of the online homestay is thereon divided into three dimensions, including object interaction, interpersonal interaction, and situational interaction. Based on this, further research on the intermediary effect of in the online homestay customers’ perception of host-guest interaction in the development process from the initial trust to the continuous trust. The results show that different dimensions within the host-guest interaction play different roles in influencing the development process of initial trust to continuous trust. Object interaction and interpersonal interaction show significant mediating effects, with the greater mediating effect of object interaction than that of interpersonal interaction. However, situational interaction has no significant mediating effect. Finally, some suggestions are put forward for the sharing platform and service providers.

关 键 词：在线旅游民宿 主客互动 动态信任 持续信任 

分 类 号：F59[经济管理—旅游管理]