| Over the past decade,with technological change and the rapid development of the Internet,the number of participants in the sharing economy has grown exponentially each year,“Use”rather than “Own” is becoming a new sustainable consumption model.As the emergence of the sharing economy has brought new commercial and social values to many economies around the world,countries have begun to advocate sustainable consumption patterns under the sharing economy.With the rapid development of network new media,enterprise customer relationship management not only pays attention to customers’ purchase behavior,but also many customers’ non purchase behavior,such as network word-of-mouth,community mutual assistance and participation in product design,has gradually attracted the attention of enterprises.The role of customers’ non purchase behavior in the growth of enterprise value can not be ignored.More and more scholars have invested in the research of customer engagement under the traditional business model,but the relevant research under the background of sharing economy has just entered the initial stage.Firstly,many scholars have not yet clarified the formation stage of customer engagement behavior of sharing short rent platform;Secondly,there is a lack of systematic research on the quality evaluation process of customers to businesses in the online decision-making stage and its cross stage impact on customers’ post decision-making behavior.In order to make up for the lack of the existing literature,this paper is based on the relevant theories of information clues,such as signal theory and Clue utilization theory,based on the information search and evaluation stage before customers’ online consumption decision on the shared short-term rental platform,this paper starts from three perspectives of hosts’ online information clues,namely,service quality clues,reliability clues and social clues,this paper mainly explores three questions: how does the service quality cue of the host affect the customer engagement behavior? How does the firm’s reliability cue affect customer engagement? How do business social cues affect customer engagement? In order to answer the above three questions,this paper carries out three sub-studies and establishes an empirical measurement model by cleaning and analyzing the web crawler data of Airbnb,the world’s largest for-profit sharing short-term rental platform,three sub-studies were validated:In sub-study 1,based on the related theory of information clues and the dimension research of electronic service quality,the clues of the hosts under the shared shortlease platform are divided into three dimensions,for customer requirements,security assurance and service response.Based on the web crawler data of Airbnb in Beijing area,a three-dimensional cue model of service quality on customer non-transactional engagement(word-of-mouth behavior)was established.The results show that the three dimensions of service quality cues have significant positive impact on customer word-of-mouth behavior,and the higher impact coefficient of safety assurance means that consumers will consider more safety factors.This research is helpful to optimize the quality of E-service,release more high-quality clues to attract consumers’ word-ofmouth and share.In sub-study 2,based on the theories of information clues,information source reliability and resource-based theory,to explore the influence of reliability cues(business age)on customer non-transactional engagement(word-of-mouth behavior)under shared short-lease platform,at the same time,based on the perspective of microentrepreneurship,this paper innovatively studies business as a “Self-employed”entrepreneur,the joint moderating role of tangible resources(business size)and intangible resources(business reputation)in the relationship between business life and customer word-of-mouth.Based on the data of Airbnb web crawler in Beijing,a three-fold interaction model of customer word-of-mouth behavior was established.The results show that store life has a significant positive impact on customer word-of-mouth behavior,and store reputation and store size have a significant joint regulatory effect.The results of this study will be helpful to perfect the micro-entrepreneurship research of shared short-term tenants,and promote the reasonable allocation of internal resources according to the length of time,so as to realize the rapid growth of customer reputation.In sub-study 3,based on the theories of information clue,information source attraction and similarity attraction,the purpose of this study is to explore the effect of social cues(host-guest similarity)on transactional engagement behavior(repurchase behavior)under shared short-term rental platform,at the same time,the co-moderating effects of intimate partner companionship and spatial type were studied from the perspective of other social stakeholders.Based on the data of Airbnb website in Beijing,a three-fold interaction model of social cues on customer repurchase behavior was established.The results show that host-guest similarity has a significant positive effect on customer word-of-mouth behavior,and intimate partners and spatial types have a significant joint regulatory effect.The results of this study will be helpful to complement the related research on the host-guest interaction experience in the field of shared short-term lease,and it will also inspire the platform to pay attention to the similarity matching between hosts and customers,which will help to enhance the stickiness of the two participants to the platform.In summary,there are three main points of innovation in this article:First,based on the new perspective of the sharing economy to explore the formation mechanism of customer engagement behavior.In the past,the research of customer engagement in the field of sharing economy mainly discussed the subjective variables of consumers’ psychology,attitude and behavior intention through questionnaire survey,interview and experiment,few scholars study the objective behavior preference of hosts and customers based on the crawler data.Therefore,this study is beneficial to make up the deficiency of the existing theories and methods of customer engagement in the context of sharing economy.Secondly,based on the theory of social customer journey,this paper first divides the formation stage of customer engagement under shared short-term rental platform into pre-decision stage(motivation,information search and evaluation)and decision stage,as well as the classification of the post-decision stages(offline experience,satisfaction and engagement),this paper reviews the literature on the formation of customer engagement in the context of shared short-term rentals.The literature review shows that the information search and evaluation stage of the pre-decision stage has a decisive effect on both the decision-making and the post-decision behavior results of consumers,however,little research has been done on the mechanism of this kind of cross-stage effect.Therefore,this study enriches the research on the cross-stage influence of shared short-tenancy on the post-decision behavior of customers.Thirdly,based on the theory of information cue,this paper puts forward the mechanism of how the online information cue of the short-tenancy firm affects the customer engagement behavior.Although some scholars have studied the influence of online attributes of shared short-lease hosts in the past,the current research variables are scattered and have not yet formed a systematic research system.This paper enriches the research perspective of the attributes of shared short-lease hosts,and studies the influence of online information cues on customer engagement from three perspectives of service quality,reliability and sociality.It not only enriches the application of information clue theory in the field of sharing economy,but also provides management enlightenment for the platform and hosts how to better promote consumption decisionmaking and interactive experience. |
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