基于信任理论的在线短租市场房源销量影响因素研究

发布时间：2018-06-19 20:33

本文选题：信任 + 共享经济　；参考：《武汉大学》2017年硕士论文

【摘要】：伴随着互联网科技和信息技术的飞速发展,共享经济作为一种新型的商务模式在全球范围内迅速发展起来,并不断在各个领域满足了人们对生活便捷性、多样性、高品质和个性化的诉求。中国是全球共享经济的重要市场,近几年保持着快速的发展势头。随着消费者对住宿需求的多样性要求更高,传统的酒店住宿行业已无法满足用户个性化的需求,在线短租应运而生,并成为共享经济的重要分支领域。国内途家、小猪短租等平台的兴起,为人们的住宿方式带来了更多的选择。信任一直是电子商务发展过程中的重要研究课题,在线短租中同样由于信息不对称的存在,当消费者面对陌生的房东时,信任被证明是消费者决策的重要影响因素。然而,房东的哪些属性有利于建立双方的信任进而促进交易的完成还未得到深入的研究。本文基于信任源和信任传递理论,在控制房源属性的基础上,研究了小猪短租平台房东属性和房东信誉对消费者选择的影响。自2015年11月至2016年8月,通过编写的Python程序爬取了 8期小猪短租平台上海、广州、成都3个城市2227位房东及对应房源的数据,运用负二项面板回归模型研究了房东属性和信誉对房源销量的影响。结果发现除平均确认时长外,代表房东善意信任的在线回复率、代表房东能力信任的订单接受率、代表房东诚实信任的是否开通房东主页、以及房东性别均对房东订单增量有显著的影响,表示信任传递的变量累计评论量、累计订单量对订单增量有显著的影响。进一步的鲁棒性检验还证明了本文的研究模型具有一定的鲁棒性,房东的个人属性和信誉均会对房源销量产生影响。本研究具有一定的理论和实践意义,研究结论为现有的文献提供了新的研究视角并强调了信任建立对在线短租发展的重要性,并为平台和房东提供了一些增强信任机制的建议。此外,本文是首个着眼于中国在线短租市场的研究,并利用网站的真实数据来研究房东属性和信誉对于房源销量的影响,作为目前以文献分析、问卷调查、访谈和实验等研究方法为主的重要补充。
[Abstract]:With the rapid development of Internet technology and information technology, shared economy has developed rapidly as a new type of business model in the world, and has continuously met people's demands for convenience, diversity, high quality and individualization in various fields. China is an important market for the global sharing of economy, and has been maintained in recent years. As the demand for accommodation is higher, the traditional hotel accommodation industry has been unable to meet the personalized needs of the users. The online short rent has emerged as the times require, and has become an important branch of the shared economy. Choice. Trust has always been an important research topic in the development of e-commerce. Online short rent is also due to the existence of information asymmetry. When consumers face a strange landlord, trust is proved to be an important factor in consumer decision-making. However, what attributes of the landlord are conducive to building trust between the two parties and thus promoting the completion of the transaction In this paper, based on the theory of trust source and trust transfer, this paper studies the influence of the landlord property and the reputation of the landlord on the consumer selection on the basis of controlling the property of the house. From November 2015 to August 2016, 8 short rent platforms in Shanghai, Guangzhou, Chengdu, Chengdu, and Chengdu were crawled through the program. The data of 2227 landlords and corresponding housing sources in 3 cities and the negative two panel regression models are used to study the influence of the property and reputation of the landlord on the housing sales. The results show that the online reply rate, representing the landlord's good faith, represents the acceptance rate of the landlord's trust of the landlord, representing the open trust of the landlord. The landlord's home page and the landlord sex have a significant impact on the landlord's order increments, indicating the cumulative review of the variables of the trust transfer, and the cumulative order quantity has a significant impact on the order increment. Further robustness tests also prove that the research model of this paper has a certain robustness, and the personal attributes and reputation of the landlord will all be on the housing sales. This study has a certain theoretical and practical significance. The conclusion provides a new perspective for the existing literature and emphasizes the importance of trust establishment for online short rent development, and provides some suggestions for the platform and the landlord to strengthen the trust mechanism. In addition, this paper is the first to focus on the Chinese online short rent market. Research, and use the real data of the website to study the impact of landlord attributes and reputation on housing sales, as an important supplement to the research methods such as literature analysis, questionnaire survey, interview and experiment.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F299.23

【参考文献】