Study On Tourists' Perception Of Trust And Impact Of Booking In Short-term Rental

Under the wave of the sharing economy,online short-term rentals based on e-commerce platforms is booming.It's greatest advantage lies in the diversity of houses and the personalization of rooms.At the same time,online short-term rentals are also facing challenges from many aspects,and the most significant concern aspect is the issue of online trust.Customer reviews are considered to be important clues for consumers when forming online trust.Potential consumers can obtain product-related information much better reduce purchase risk and uncertainty,form online trust and ultimately make purchasing decisions through existing reviews.In general,this article will investigate the impact of landlord's information on tourists' online trust and booking intention based on customer reviews.The formation of people's trust is influenced by social structure and culture.Most of the studies before were based on Western values and made social judgments on things based on the stereotyped content impression model.People in China usually use manners and behaviors as the basis for judgment.This article starts with the personal attributes of the landlords,uses Airbnb as the research carrier,and combines the contents of Chinese local culture researches using experimental methods to analyze the factors affecting trust and booking intention in online short-term rent.This article follows the basic paradigm of empirical research.Here is the full text structure.Introduction:This article explains the research background mainly from the following four aspects,the Internet,sharing economy,tourist industry and online short-term rent,and pose questions combining practice.Then we discuss the whole-length research significance,content,methods and overall framework,and describe the possible innovation of the full text in the end.The first chapter is about the theoretical basis and literature review.It mainly reviews the definition of the concepts of online short-term lease,online trust and manners and behaviors in local culture.In the meanwhile,it makes a briefly comment about trust transfer theory and adjustment orientation theory.The second chapter is the research model,hypothesis and experimental design.Through in-depth interviews to develop the model structure,the experimental preparation section distinguishes the types of host reviews and verifies the reliability through pre-experiments.In the research model,the customer's review information about the host is taken as an independent variable,the trust perception of the tourists is taken as the intermediary variable,the adjustment characteristic of the tourists is used as the adjustment variable,and the tourist's reservation intention is used as the dependent variable.The formal experiment introduced experimental methods,steps and variable measurement and screening.The third chapter is the data analysis,which is divided into four parts:statistical variables analysis,reliability of the scale,hypothesis test and empirical research results.The reliability test,independent sample T test,covariance analysis and regression analysis were performed by using SPSS 19.0 software.The fourth chapter is the conclusions and prospects.According to the empirical research results,this research proposes the management advice of online short-term rental platform,hosts and tourists.Finally,it summarizes the limitations of this paper and the future development direction of tourism research.Through the analysis and research above,this paper draws the following conclusions:The host's information in the customer's comments can make consumers feel more trustworthy,thus increase their booking willingness.However,this process is regulated by the type of customer reviews and the quality of consumer adjustments.Specifically,when the consumer promotion orientation is significant,the comments about manners have a greater impact on the consumers' perceived trust in the host and further influences their booking intention.When consumers target for prevention,customer reviews about behaviors have a greater impact on consumers' perceptions of trust and further influences their booking willingness.