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共享经济中在线短租平台游客消费选择研究

Consumption Choice in Choosing Online Short-term House Rental Platform in Sharing Economy

Frontiers of Management / 2020,2(2): 79-110 / 2020-04-20 2620 4465

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• Authors: 陈丽英¹*      杨自伟²      陶婷芳³     
• Information:

  1．上海海事大学经济管理学院，上海；
  2． 河南财经政法大学工商管理学院，郑州；
  3．上海财经大学商学院，上海

• Keywords: Sharing Economy; Online Short-term House Rental Platform; Tourist’s Consumption Choice; Disruptive Innovation; Consuming Motivation; 共享经济 ; 在线短租平台 ; 游客消费选择 ; 颠覆性创新 ; 消费动机
• Abstract: In the past several years，sharing economy in tourism reveals a rapid growth rate. The purpose of this research was to investigate tourists’ motivations for using Tujia and to classify them accordingly. The study involved an online survey and an online review text crawling. The survey was completed in the end of 2017 and the beginning of 2018 by 295 tourists who had stayed in Tujia accommodation during the previous 12 months. Python was used to crawl data from Tujia website. Aggregate results indicated that respondents were most strongly attracted to Tujia by its practical attributes, and somewhat less so by its experiential attributes. The exploratory factor analysis identified five motivating factors—Function, Home Benefits, Authenticity, Novelty and Sharing Economy Ethos. A subsequent cluster analysis divided the respondents into five segments—Money Sensitives, Home Seekers, Collaborative Consumers, Pragmatic Socialization Seekers, and Socializing Novelty Seekers. Profiling of the segments revealed numerous distinctive characteristics. Various practical and conceptual implications of the findings are discussed. 旅游共享经济规模在过去几年中迅猛增长，本研究探究游客参与旅游共享经济的消费行为，并且对游客进行细分。通过对过去一年中使用过途家住宿平台服务的游客进行在线问卷调查和通过网络爬虫技术抓取游客评论信息进行文本分析。探索性因子分析显示游客的五大动机因素：功能、家庭、本真体验、新奇体验和共享经济精神。聚类分析显示游客主要是受到本真体验、共享精神和家庭动机的吸引，功能动机的吸引力较弱。网络文本分析发现游客对家庭和本真体验评价较高。聚类分析进一步发现共享住宿平台的用户可细分成五类：高性价比追寻者、家庭氛围追寻者、协同消费者、实用社交追寻者、社交新奇追寻者，通过分类发现不同类别的旅游共享经济的参与者在诸多方面存在显著差异，并且通过与传统酒店的比较，凸显了共享型短租平台住宿对游客的独特吸引力。
• DOI: https://doi.org/10.35534/fm.0202010
• Cite: 陈丽英，杨自伟，陶婷芳．旅游共享经济中在线短租平台游客消费选择研究——创新的视角［J］．管理前沿，2020，2（2）：79-110．
  https://doi.org/10.35534/fm.0202010