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- Title
共享住宿中房客可持续消费行为的形成机制研究--用户生成信号和平台认证信号的交互效应
- Authors
池毛毛; 潘美钰; 晏婉暄
- Abstract
The sharing economy intends to optimize the use of idle social resources, and has quickly penetrated various industrial sectors, including travel and accommodation. Although the sharing economy aims at sustainable development, consumers continue to engage in behaviors involving resource abuse and unsustainable practices. It is urgent to understand contributors of sustainable consumption behaviors and develop guidelines to steer the sharing economy to advance in the right direction. The existing studies of sustainable consumption mainly focus on the formation mechanisms of consumer behaviors in traditional economy. Few literatures have paid attention to sustainable consumption behaviors in the sharing economy. To extend the literature, we propose a research model to explain sustainable consumption behaviors in the sharing accommodation platform by examining the effects of the platform certification signal and two types of user-generated signals, i. e. , user-generated quantitative signals (e. g. , online review scores) and user- generated qualitative signals (e. g. , online review comments). Based on data (valid sample = 6953) from four big cities (i. e. , Beijing, Shanghai, Guangzhou and Shenzhen) that is crawled from xiaozhu. com (a famous peer-to-peer (P2P) accommodation platform in China), we test the research model and the hypotheses using the negative binomial regression. Empirical results show that both online review scores and online review comments are positively related to tenants’sustainable consumption behaviors. Furthermore, online review comments and online review scores have complementary effects on boosting tenants’sustainable consumption behaviors. Finally, the platform certification signal (namely “youpin” certification provided by xiaozhu. com) positively moderates the relationship between two types of user- generated signals (online review comments and online review scores) and sustainable consumption behaviors. Theoretical contributions of this study are three-fold. First, this paper extends the quality signaling theory by identifying two user- generated signals and exploring their effects on tenants’sustainable consumption behaviors. Second, this paper applies both signaling theory and cue consistency theory and explains the effects of the consistency of internal and external cues on tenants’sustainable consumption behaviors. Finally, this paper adds to the perspective of e-commerce platform signals and provides a new theoretical perspective to explain travelers’sustainable consumption behaviors in the context of the sharing economy. Besides its theoretical contributions, the paper also generates important managerial implications to both platform managers and hosts. First, the study emphasizes, to platform managers, the importance of establishing platform- certification signal mechanisms and tenants’ generated content signal mechanisms. Second, the paper provides guidance to the hosts regarding how to boost tenants’sustainable consumption behaviors. In summary, this study examines the effects of user generated signals and the platform certification signal on tenants’sustainable consumption behaviors, and provides theoretical guidance and practical suggestions to platform managers and accommodation hosts in the sharing economy.
- Subjects
SHANGHAI (China); GUANGZHOU (China); ONLINE comments; CONSUMER behavior; SHARING economy; TRAVEL accommodations; SUSTAINABLE development
- Publication
Tourism Tribune / Lvyou Xuekan, 2020, Vol 35, Issue 7, p36
- ISSN
1002-5006
- Publication type
Article
- DOI
10.19765/j.cnki.1002-5006.2020.07.008