在线短租房源图片对消费者行为意愿的影响

发布时间：2018-03-25 19:59

本文选题：在线短租　切入点：房源图片　出处：《数据分析与知识发现》2017年12期

【摘要】：【目的】针对在线短租行业,研究在线短租平台中房源图片对消费者行为意愿的影响。【方法】基于SOR模型和线索利用理论,从任务相关线索和情感相关线索角度构建房源图片对消费者行为意愿的影响模型,通过问卷调查收集数据,利用Smart PLS3.2进行分析。【结果】房源图片的任务相关线索和情感相关线索均正向地影响消费者的感知诊断性和心理意象,进而促进消费者对在线短租平台的未来参与意愿。产品涉入度在任务相关线索与心理意象的关系中具有显著的正向调节作用。【局限】模型中未考虑房源图片对消费者行为意愿的其他影响因素,未来研究可采用图像识别的方法进一步分析。【结论】本文通过问卷调查,验证了在线短租平台中房源图片的线索对消费者行为意愿的影响和产品涉入度的调节作用。
[Abstract]:[objective] to study the effect of house source pictures on consumer's behavior intention in online short lease platform. [methods] based on SOR model and clue utilization theory, From the perspective of task-related cues and affective cues, this paper constructs a model of the influence of house source pictures on consumers' behavioral will, and collects data through questionnaires. Using Smart PLS3.2 to analyze. [results] both task-related cues and affective cues of housing images positively affected consumers' perceptual diagnostics and psychological images. Product involvement has a significant positive role in the relationship between task-related cues and psychological images. [limited] models do not consider the elimination of house source pictures. Other factors that affect the willingness of the consumer to act, The future research can be further analyzed by the method of image recognition. [conclusion] this paper verifies the influence of the clues of the source pictures on the consumer's behavior will and the regulation of the product involvement through the questionnaire survey in the online short rent platform.
【作者单位】：武汉大学信息管理学院;武汉大学电子商务研究与发展中心;
【基金】：国家自然科学基金项目“创新2.0超网络中知识流动和群集交互的协同研究”(项目编号:71373194)的研究成果之一
【分类号】：F713.55;F724.6;F719.2

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