Research On Consumers' Willingness To Buy Online Homestay Products Based On Trust Theory

In recent years,mobile Internet technology has developed rapidly,and along with the fierce sharing economy,"Internet + Sharing" has spawned a large number of shared economic enterprises.In the field of tourism and accommodation,online homestays have begun to rise and show a trend of rapid development,along with the tourists' demand for tourism experience and quality.However,due to the imperfect social credit system,the personal and property security of consumers is facing potential risks,which leads to the low purchasing willingness of online homestay products.Shankar V et al.proposed that the issue of trust is the biggest obstacle to the transaction between buyers and sellers who are unfamiliar with each other,and is an important factor affecting user decision-making.Therefore,it is more and more important to study the consumers' willingness to purchase online hotel products from the perspective of trust.Based on the above research background,this paper constructs the influence model of online purchase of online homestay products from the perspective of trust,From a multilateral perspective,and proposes the landlord attributes(transaction history,interactive communication,information quality)and platform attributes(structure guarantee,service quality,information quality)based on the trust source theory,Proposes the house property and the landlord reputation based on the theory of trust transfer,and joined the consumer trust tendency factor,together constitute the consumer trust perception,and then affect its purchase Willingness.through questionnaires and offline interviews,relevant data were collected,and the questionnaire data was processed and analyzed using SPSS 17.0.The following conclusions were drawn:(1)From the perspective of the landlord's main body,the property and reputation of the landlord have an influence on the perception of consumer trust.The decisive role is the landlord's service attitude,information quality and the overall experience evaluation of the historical tenants;(2)Platform attributes have a direct impact on consumers' trust perception.Among them,structural guarantee and service quality play an important role in determining consumers'trust perception,while platform information quality has no influence on consumers'trust perception,it explains that the competition in the market has made the relevant functions of the platform providing information has become an essential basic function;(3)The House property has a direct impact on the overall trust perception of the tenant.The property evaluation shows that the location and the surrounding environment are beautiful,the housing is hygienic and comfortable will play a positive role in the trust perception of potential consumers.The completeness of the internal facilities of the property does not have a strong impact on consumer perception,At present,the improvement of the access system of major platforms has guaranteed the basic allocation of housing to a certain extent,and this factor cannot have a competitive impact;(4)Consumers' personal trust tendencies as a stable feature have an impact on their perception of trust.The more they are willing to believe in others,the stronger the trust perception,and vice versa;(5)Consumer trust perception will positively influence consumers' willingness to purchase.Finally,the article proposes improvement measures from the two main bodies of the landlord and the platform,It hopes to provide a pratice value for the development of online homestay.