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- Title
信任构建机制对共享民宿预订量的影响 -基于 Airbnb 的实证研究.
- Authors
徐峰; 张新; 梁乙凯; 王高; 慈云
- Abstract
As an emerging business model, P2P (peer-to-peer) sharing economy plays an important role in improving the efficient use of social resources. The hospitality sector is one of the industries most influenced by sharing economy. Despite the proliferation of the P2P sharing accommodation, the survey shows that hotel occupancy was significantly higher than P2P accommodation occupancy. A continuous lack of online trust among consumers increases concerns about uncertainty and risk, which inhibits their P2P participation. Trust has been widely recognized as the crucial factor of consumer purchase intention on P2P sharing platforms. Thus, sharing economy platforms face a major challenge in how to best alleviate the worries of consumers and service providers in regard to online risk. Therefore, it is of great value to find trust antecedents of sharing economy platforms that affect customers ' decision making process. This study aims to examine the effects of online trust-building mechanisms on the P2P reservations made on Airbnb, one of the world's leading short-term rental platforms. Based on the trust-building theory in the online market, this paper developed a series of hypotheses and built a conceptual model to explore the effects of trust antecedents originated from cognition-based, affect-based and institution-based trust-building mechanisms on the P2P accommodation reservation;. Using a large data set of 2968 active listings hosted in Hong Kong obtained from Airbnb.com, this study estimates the effects of cognition-based, affect-based and institution-based trust-building mechanisms on the sales performance of the hosts' Airbnb listings through a Poisson regression model. A series of robustness checks were also performed to verify the coru;consistency of the estimated effects. The results of regression revealed that cognition- based trust antecedents such as depth of listing description and length of operating experience positively affect reservations, whereas the number of listings owned by a host offers negative influence. In the context of online market, potential consumers depend on online review systems to perceive others' shopping experience as trust antecedents, the volume and valence of online reviews positively are associated with P2P accommodation reservations; Airbnb also provides effective institutional mechanisms to strengthen perceived trust of consumers; the superhost badge of the host as a third-party seal can increase the reservations of the listing. Furthermore, identity verification methods provided by Airbnb also increase the purchase behaviors. Ibis paper theoretically extends the context of trust building mechanism to the P2P sharing economy. The results provide strong empirical evidence that the signals such as specific host attributes, online reviews and institutional assurances provided by Airbnb effectively establish online trust and affect short- term reservations. Some managerial implications for platform management and hosts to understand how to gain online trust from customers, and help platform management to reasonably control the quantity of listings operated by a host to ensure service quality and promote the prosperity and development of the sharing economy.
- Subjects
AIRBNB Inc.; CONSUMER behavior; SHARING economy; POISSON regression; QUALITY of service; INTERNET service providers; CONSUMERS' reviews; PEER-to-peer lending; HOTEL reservation systems; INTERNET stores
- Publication
Tourism Tribune / Lvyou Xuekan, 2021, Vol 36, Issue 12, p127
- ISSN
1002-5006
- Publication type
Article
- DOI
10.19765/j.cnki.1002-5006.2021.12.015