摘要
消费者在购买共享住宿这类新型消费产品时会面临较强的信息不对称性。卖家回复作为卖家信号有助于降低信息不对称性,调解购买决策。然而,现有研究对于共享住宿背景下房东回复积极评论时形成的异质性卖家信号及其对购买决策的影响分析不足。基于此,本文以信号理论为基础,从回复数量、回复内容以及回复差异三方面入手,将房东在回复积极评论时形成的卖家信号细分为总量信号、信息信号以及波动信号,并探究上述三类卖家信号对消费者购买决策的影响机制。通过收集“小猪”中的1877家房源数据展开实证分析,结果显示:总量信号、信息信号和波动信号均有助于消费者购买决策发生,并且总量信号的刺激作用最强。此外,当房源的出租类型为非整套出租或者产品预定价格较低时,上述三类信号更有助于刺激消费者购买。因此,共享住宿房东可以通过增多回复数量、增加回复长度以及增强回复差异的方式促进消费者购买决策发生。其中,选择非整套出租或低价销售的房东可以更多地获得这三类回复策略带来的积极作用。
Consumers will face strong information asymmetry when purchasing new consumer products,such as shared accommodation.The seller response as a seller signal helps to reduce information asymmetry and mediate purchase decisions.However,existing research lacks analysis on the heterogeneity seller signals formed when hosts respond to positive reviews in the context of sharing accommodation and their impact on purchase decisions.To this end,this subdivides the seller signals formed by hosts in response to positive reviews from three aspects(response quantity,response content,and response difference)into three types based on signal theory,specifically including total signals,informational signals,and fluctuating signals and explores the mechanism of the above three types of seller signals on consumer purchase decisions.An empirical analysis was conducted by crawling data from 1877 listings on the Xiaozhu platform,and the results showed that the total signal,informational signal,and fluctuating signal all contribute to consumer purchasing decisions.Among them,the total signal has the strongest stimulating effect.In addition,when the rental type of the housing resource is no-entire sharing,or the product reservation price is low,the above three types of seller signals are more helpful to stimulate consumers to purchase more.Therefore,shared accommodation hosts can promote consumer purchase decisions by increasing response volumes,length of responses,and differences.Among them,hosts who choose no-entire sharing or low-price sales can gain more positive effects brought by these three types of response strategies.
作者
王博
贾婷
Bo Wang;Ting Jia
出处
《产业经济评论（山东）》
2023年第2期100-119,共20页
Review of Industrial Economics
基金
国家社科基金一般项目“共享经济信任危机的分阶段演化机制及治理策略研究”(21BJY158)资助
关键词
共享住宿平台
卖家回复
购买决策
信号理论
Shared Accommodation
Platform Seller Response
Purchase Decision
Signal Theory
作者简介
王博,哈尔滨工业大学,地址:哈尔滨南岗区西大直街92号,邮编:150001,E-mail:wangbo@hit.edu.cn;贾婷,哈尔滨工业大学,地址:哈尔滨南岗区西大直街92号,邮编:150001,E-mail:18S016004@stu.hit.edu.cn
