摘要
[目的/意义]旨在探索共享服务平台上基于多层信任视角所生成的信息对资源需求方预定行为的影响,以助力后疫情时代共享经济的复苏和持续发展。[方法/过程]结合供需双方对平台、供需双方之间和需方对共享产品的信任信息,基于多层信任视角的“3P+3I”理论,构建共享服务平台消费者购买行为研究模型。以共享短租平台为例,获取Airbnb上北京地区的公开数据,利用Bert算法构建房源产品口碑指标,基于因果推断中的因果发现算法初步推测用户预定行为的内在机制并利用泊松回归进行实证分析。[结果/结论]供需双方对平台、供需双方之间和需方对共享产品的信任变量对房源销量均有显著的正向促进作用。其中房东产生的信任特征对租客预定行为的正向影响效应最大,建议房东花极大精力建立房东声誉并适当披露更多的信息,为获得“超级房东”徽章,可优先选择不提供“直接预定”服务以便筛选掉可能会恶意差评的用户。建议平台严格把关用户的个人资质,注重对用户身份信息认证机制和评论激励制度的完善,以降低用户决策中的不确定性。
[Purpose/Significance]The purpose is to explore the predetermined behavior of resource demanders based on the information generated from the perspective of multi-layer trust on the shared service platform,so as to facilitate the recovery and sustainable development of the sharing economy in the post-pandemic era.[Method/Process]Combined with the trust information of the supply and demand sides on the platform,between the supply and demand sides and the demand side on the shared products,based on the“3P+3I”theory from the perspective of multi-layer trust,a research model of consumer purchasing behavior of the shared service platform is constructed.Taking the shared short-term rental platform as an example,this paper obtained the public data of Airbnb in Beijing area,used Bert algorithm to construct the reputation index of housing products,and preliminary speculated the internal mechanism of user reservation behavior based on causal discovery algorithm in causal inference,and used Poisson regression to conduct empirical analysis.[Result/Conclusion]The trust variables of both parties to the platform,between the two parties and the demander to the shared product had a significant positive promoting effect on housing sales.The trust characteristics generate by hosts had the largest positive effect on tenants’booking behavior.It is suggested that hosts should make great efforts to establish the reputation of hosts and disclose more information appropriately.In order to obtain the badge of“super host”,they can give priority to not providing“direct booking”service so as to screen out users who may have malicious comments.It is suggested that platforms strictly check the personal qualifications of users.More attention should be paid to improve the identity information authentication mechanism and comment incentive system for users,so as to reduce the uncertainty in users’decision-making.
作者
李欣儒
贺超城
黄茜
吴江
Li Xinru;He Chaocheng;Huang Qian;Wu Jiang(School of Information Management,Wuhan University,Wuhan 430072)
出处
《知识管理论坛》
2023年第2期140-154,共15页
Knowledge Management Forum
基金
教育部哲学社会科学研究重大课题攻关项目“网络环境下大数据新动能机制研究”(项目编号:20JZD024)
2022年度科技智库青年人才计划——基于主导—参与视角的科研人员多样性对产出的影响机理研究(项目编号20220615ZZ07110219)研究成果之一
作者简介
李欣儒,硕士研究生;通信作者:贺超城,讲师,博士,E-mail:chaochehe@whu.edu.cn;黄茜,硕士研究生;吴江,教授,博士
