Research On The Impact Of Host-guest Interaction On Customer Value Co-creation Behavior

Sharing accommodation is a new form of accommodation in current tourism accommodation industry,and it is also a hot issue that scholars have paid attention to in recent years.Scholars have made some discussions on the business model,impact,customer motivation,satisfaction and loyalty of sharing accommodation.However,the host-guest interaction(i.e.the interaction between house owners and customers)has hardly been involved.In sharing accommodation,host-guest interaction is very important.Customers carn create their own personalized experience together with house owners.The interaction factor is also one of the motivations for customers to choose the sharing accommodation.In addition,the interaction is an important condition for value co-creation.However,the existing studies have not made in-depth studies on how the hose owners and customers interact in sharing accommodation scenario,nor have they explored the relationship between the host-guest interaction and value co-creation behavior.Therefore,the main purposes of this study are as follows:Firstly,clarify the dimension and measurement of the host-guest interaction;secondly,explore the impact path of the host-guest interaction on customer value co-creation behavior,and the mediating role of customer trust in it;thirdly,explore the moderating role of sociability between the host-guest interaction and customer trust.Firstly,according to the scale development procedure proposed by predecessors,using the interview,content analysis and questionnaire survey method,this paper develops a measurement scale of host-guest interaction,and defines three dimensions of host-guest interaction in sharing accommodation:Interpersonal interaction,service interaction and information interaction.Then,479 sharing accommodation customers'online questionnaires are collected through Wenjuanxing,and descriptive statistical analysis,reliability and correlation analysis,hierarchical regression analysis are carried out.The results show that:(1)the host-guest interaction has a significant positive impact on customer value co-creation behavior;(2)customer trust partially mediates the impact of host-guest interaction on customer value co-creation behavior;(3)sociability positively moderates the positive impact of host-guest interaction on customer trust.That is,the higher the customer's sociability is,the stronger the influence of host-guest interaction on customer trust is.According to results of the study,this paper puts forward the following suggestions for house owners' operation and the sharing accommodation platform construction:Firstly,house owners should pay attention to the interaction with customers,and interact with customers as much as possible iin the process of customers' stay;secondly,house owners should pay attention to the sociability of customers,and use different interactive strategies for customers with different sociability levels;thirdly,the sharing accommodation platform should actively encourage and guide the interaction between house owners and customers.For example,in the section of house owner's guide,the platform can add guidance on how house owners interact with customers.This paper clarifies the dimension and measurement of host-guest interaction in sharing accommodation,and reveals the influence mechanism of host-guest interaction on customer value co-creation behavior,which makes up for the deficiencies of existing research and contributes to the study of host-guest interaction and value co-creation behavior.