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- Title
二元情感视角下共享住宿顾客情感体验的成因机理.
- Authors
李 蕊; 李勇泉; 阮文奇; 张舒宁; 王美钰
- Abstract
A clear understanding of customers' negative emotional experience is helpful to keep the bottom line of the shared accommodation business, and understanding the positive emotional experience can allow one to grasp the key to its differentiated competition. However, it is still difficult to understand the causal processes of customers' binary emotional experiences in the current research. Therefore, this study used Python to collect 76 073 valid online reviews of shared accommodations and introduced deep learning technology to analyze the emotional experience tendency (positive or negative) of shared accommodation customers based on these reviews. Then, this study extracted the influencing factors of customers' binary emotional experiences, constructed their causative mechanism by the grounded theory method, and explored the commonalities and differences of the causes of binary emotional experience. The results show that there are common and heterogeneous causes in the formation of shared accommodation customers' positive and negative emotional experiences. (1) Common factors: As a doubleedged sword affecting shared accommodation customers' emotional experience, accommodation environment, host-guest interaction, basic services and booking information are the core external stimuli that trigger binary emotional experiences, while price value is an important transition factor. (2) Heterogeneous factors: Value-added services and guest- guest interaction are the key external stimulus factors for the formation of customers' positive emotional experience, which are the key to the differentiation in the competition of shared accommodation. These are high-order elements of shared accommodation customers' unexpected but reasonable needs, and their absence may not affect negative emotional experiences. Moreover, business norms and platform operation may not stimulate a positive emotional experience, as they are essential attributes of shared accommodations, and these attributes can only meet the basic needs of customers. However, their failure to meet the standards can cause negative emotional experience, and they are the bottom line of the shared accommodation business. (3) Heterogeneous mediators: Hedonic value and psychological attachment are the key transition factors in the formation of positive emotional experience, while expected value and psychological distance are the mediating factors in the formation of negative emotional experience. Based on the above findings, this study proposes that the landlord and platform need to work together to strengthen the core advantages of shared accommodation, the platform should fully maintain the bottom line of shared accommodation operation. In addition, the landlord chould try to do their best to maintain the differentiated competitive advantage of shared accommodations. This study not only deepens the content framework of the segmentation research on customer experience in shared accommodation, and opens up the theoretical black box of the formation mechanism for different emotional experiences in shared accommodation from the perspective of binary emotions. It also helps to deepen the understanding and recognition of the formation process and differentiation of customers' binary emotional experience. In addition, this paper gains insight into and uncovers the emotional experience needs and potential issues of shared accommodation customers. It provides a practical reference for managers to consolidate the bottom line of the shared accommodation business and maximize differentiated competitive advantages.
- Subjects
CUSTOMER experience; PSYCHOLOGICAL distance; EMOTIONAL experience; DEEP learning; ACADEMIC accommodations; HOTEL reservation systems; COMPETITIVE advantage in business
- Publication
Tourism Tribune / Lvyou Xuekan, 2023, Vol 38, Issue 8, p94
- ISSN
1002-5006
- Publication type
Article
- DOI
10.19765/j.cnki.1002-5006.2023.08.012