Research On The Influencing Factors Of Consumers' Booking Behavior In Online Short-term Rental Platform In Sharing Economy

With the rapid development of the Internet's scientific and technological information and the growing economic prosperity,the development of the sharing economy has become a new trend in China.The issue of trust between the sharers and shareees in the field of sharing economy has become a research hot spot.The consumption behavior of the sharing economy is a new economic model based on the trust of strangers and the temporary transfer of the right to use goods.Its essence is to integrate resources such as offline items,labor,education and medication.Typical representatives are travel services such as Didi,and accommodation services including Xiaozhu and Tujia.In the field of online short-term rental,the current research mainly focuses on foreign short-term rental platforms such as Airbnb.But the research results on online short-term rental platforms in China are mainly around the platform's business model.There is less research on the issue of trust between landlords and tenants.Compared with Western countries,the trust system between people in Chinese society is relatively weak.In this context,it is necessary to explore the factors that influence Chinese consumers to book shared short-term rental accommodation.Based on the related theories of trust,this article studied influencing factors of consumer's booking behavior in online short-term rental platform from two aspects:landlord attributes and price by using the number of reservations as the dependent variable,time,rating,response_rate,confirmation time,order_acceptance rate,whether or not to open a landlord homepage,gender,rent_type and price as the independent variables.As of January 1,2019,we crawled from the Xiaozhu short-term rental through the Python program and 429 landlords as well as the corresponding listings were retained after being filtered.The Poisson regression model was used to study the effect of landlord attributes and price on sales of the reservations.The research results show that time and order_acceptance rate have a significant positive impact on listing sales,response_rate,confirmation time and price have a significant negative impact on listing sales.Landlords who open a personal homepage get more sales compared with the landlords without a personal homepage,female landlords have more sales than male landlords,and the entire_house listings have higher sales than single_room listings,and the impact of ratings on listing sales is not significant.Besides,whether or not to open a landlord homepage,gender,and rent_type has a significant moderating effect on the relationship between price and house sales.For landlords who do not have a personal homepage,when they increase the price,the sales of the property will decline,and for landlords who have opened the homepage of the landlord,when the price is raised,the sales of the property will increase.Compared with female landlords,the price has a greater negative impact for male landlords.When the price of the entire rental set rises,the sales volume of housing listings declines slightly,and when the price of independent single rooms rises,the decline in housing sales volume will be greater.This article has some research significance both at the theoretical level and the practical level.Theoretically,this study expands consumer trust research in the field of online short-term rental accommodation by revealing the important role of opening a landlord 's homepage,gender,and housing type in building consumer trust.In practice,we also provide some management suggestions for the landlords of online short-term rental platform landlords on how to improve their operations and services.At the same time,this paper also has certain inspiration for other short-term rental platforms such as Xiaozhu from the aspect of operation,achieving a win-win situation for the landlord,the platform and the consumers.