共享住宿平台房东信任建立机制研究  

Research on the Hosts'Trust-building Mechanism in Peer-to-Peer Sharing Accommodation Platforms

作　　者：牛阮霞 宋瑞[2,3] 毛丽娟 NIU Ruanxia;SONG Rui;MAOLijuan(Department of Resource Management,Tangshan Normal University,Tangshan 063000,China;Business School,University of Chinese Academy of Social Sciences,Beijing 102488,China;China National Academy of Economic Strategy,Chinese Academy of Social Sciences,Beijing 100006,China;Research Institute for Eco-civilization,Chinese Academy of Social Sciences,Beijing 100710,China)

机构地区：[1]唐山师范学院资源管理系,河北唐山063000 [2]中国社会科学院大学商学院,北京102488 [3]中国社会科学院财经战略研究院,北京100006 [4]中国社会科学院生态文明研究所,北京100710

出　　处：《旅游学刊》2023年第8期62-76,共15页Tourism Tribune

基　　金：唐山师范学院博士基金项目“旅游民宿共享平台用户信任的分阶段演化机制研究”(2022A05)资助~~。

摘　　要：信任是连接共享住宿房源供给方和需求方并促成交易达成的关键因素。文章基于信任建立模型,尝试探究供给方——共享住宿平台房东的信任建立机制,考察影响房东信任建立的主要因素及房东信任对其持续使用共享住宿平台这一行为意愿的影响。研究结果表明:平台因素中的安全保障、隐私保护、平台服务、感知易用性、感知有用性显著正向影响房东对平台的信任;房东因素中的熟悉度并未显著影响房东对平台的信任;房客因素中的互动性和房客的声誉显著正向影响房东对房客的信任;房东对平台的信任可转移到对房客的信任;房东对平台的信任和对房客的信任显著正向影响房东持续使用平台的意愿;信任中介了信任影响因素(制度因素、技术因素、认知因素、情感因素)与房东持续使用平台意愿之间的关系。文章在理论上深化和拓展了共享住宿房东信任研究,并为共享住宿平台管理提供了启示。Airbnb has used the slogan,"Trust is what makes it work."Trust is a key factor in connecting the supply and demand sides of peer to peer(P2P)sharing accommodation and facilitating transactions,a typical two-sided market.Trust,therefore,plays an important role in the sharing accommodation industry's development.However,the existing literature pays greater attention to guests'trust from the demand-side perspective,while largely ignoring hosts'trust from the supply-side perspective.Amid intensifying industry competition,P2P accommodation platforms are increasingly realizing that attracting more hosts and increasing the supply of listings is the driving force for a platform's sustainable development.Hosts'trust,therefore,needs to be explored from the supply-side perspective,to remove hosts'trust barrier and increase their willingness to participate in P2P sharing accommodation.Based on the trust-building model,this study aimed to explore the hosts'trustbuilding mechanism in P2P sharing accommodation platforms from the supply-side perspective.It then examined the main factors affecting the building of hosts'trust and the impact of such trust on hosts'willingness to continue using a platform.Data were collected via a questionnaire surveying 900 hosts on P2P sharing accommodation platforms.AMOS and SPSS software were used for regression analysis and a mediation effect test.The results suggest as the following.(1)Among the platform factors,both institutional and technical factors have a significant positive impact on hosts'trust in the platform,but the degree of impact differs.Perceived usefulness has the greatest impact,followed by ease of use,privacy protection,platform service,and security assurance.(2)Perceived familiarity of the host as a factor does not significantly affect hosts'trust in the platform.(3)Interactivity and the guest's reputation as factors have a significant positive impact on the hosts'trust in the guest,while perceived similarity has no positive impact.(4)The hosts'trust in the platform can be tra

关 键 词：共享住宿 房东 信任建立模型 信任建立机制 

分 类 号：F59[经济管理—旅游管理]