Research On Design And Governance Of Tujia Platform

With the rapid development of Internet technology and the upgrading of tourism consumption and services,online short-rent platforms characterized by local integration and personalized accommodation have gradually grown up.As a new form of economic organization,online short-rent platform can effectively integrate idle resources,reduce the degree of information asymmetry,and user search costs,and accurately match supply and demand,improve the efficiency of the use of inventory assets.However,the platform's disclosure of user information can not only enhance trust,but also provide conditions for identity discrimination.Therefore,it is an important task to find out the shortcomings in the design of online short-rent platform,clarify the mechanism of digital discrimination and improve the means of platform governance,which is to improve the value of online short-rent platform and promote the development of shared economyThis paper attempts to study the impact of platform design on user transaction results and how to weaken identity discrimination by means of platform governanceFirstly,on the basis of domestic and foreign theories and literature,starting with the definition of bilateral platforms,online short rents and discrimination concepts,this paper summarizes the related literature of platform network effect,reputation mechanism and information disclosure,analyzes the mechanism of platform design leading to digital discrimination,focuses on demonstrating the logical relationship between information asymmetry and statistical discrimination,and sums up platform administrators for different discriminatory behaviors.In this section,we construct an online short-rent platform identity discrimination research frameworkSecondly,different econometric models are constructed for different research contents.Using the web crawler program under Python programming language to capture all the online housing information in Shanghai,including house price,facility configuration,evaluation information and landlord identity,in Tujia website,the largest online short-rent platform in China.Then the quantified landlord identity information(gender and head image)is included in the measurement model.There are 8040 cross-sectional data in this paper.The conclusions of the empirical analysis include:1)there is significant discrimination against landlords,and female identity,logo and other types of avatars have a significant positive impact on rent;2)consumer discrimination against landlords is reflected in rent difference,which has no significant effect on transaction volume;3)the evaluation system has a significant moderating effect on identity discrimination,and discrimination decreases with the increase of information.Finally,according to the results of relevant theories and empirical analysis,from the perspective of bilateral users,short-rent platform and industry regulation,some suggestions and suggestions are put forward,and further research deficiencies and prospects are put forward.