The Research On The Influencing Factors And Influencing Mechanism Of Consumer's Adoption Of Peer-to-Peer Accommodation In Sharing Economy

In recent years,the development of the sharing economy has been in full swing and has rapidly become a new driving force for the economic development of all countries.As an emerging business model,peer-to-peer accommodation developed with the rising of the sharing economy.Compared with traditional accommodation,the peerto-peer accommodation has more advantages in price and can provide “home benefits”,so it is favored by more and more consumers.However,there is still a lack of systematic research on the willingness of peer-to-peer accommodation adoption in Chinese culture and market situations.Therefore,this study puts forward two main research questions at first:(1)What are the main factors influencing consumers' adoption of peer-to-peer accommodation? Among them,which factors are unique to traditional cultural and market situation in China?(2)How do these factors affect consumer's willingness to consumption on peer-topeer accommodation? And what is the specific influencing mechanism behind them? And then,Reviews the literature on peer-to-peer accommodation consumption.Next,bases on the grounded theory and uses the qualitative analysis software NVivo10 to analyze the original interview data,extracts the main factors,builds the research model.The quantitative research data was collected by questionnaires.After that,uses the statistical software SPSS20.0 and AMOS20.0 to empirically test the research model.The main conclusions are as follows:(1)Factors influencing consumers' willingness to adopt peer-to-peer accommodation include the pull factors(product & service quality,social influence,platform capability and variety),and the push factors(authenticity,safety,economic benefit and personal knowledge),and the subjective psychological feelings(enjoyment,trust and perceived usefulness).Among them,platform capability,variety,and the sub-elements of product & service quality(like health,convenience,house quality,level of specialization),as well as trust in co-consumers are factors unique in Chinese culture and market situations.(2)Variety,product & service quality,authenticity,personal knowledge are preconditions for enjoyment,and they have a significant positive impact on enjoyment.Platform capability,product & service quality,authenticity,personal knowledge,economic benefit are preconditions for perceived usefulness,and they have a significant positive impact on perceived usefulness.Product & service quality,economic benefit,safety are preconditions for trust,and they have a significant positive impact on trust.And then enjoyment,perceived usefulness and social influence determine the consumer's willingness to consumption of peer-to-peer accommodation.In addition,trust doesn't have a significant impact on consumer's willingness to consumption of peer-to-peer accommodation,but it can positively affect perceived usefulness.This study contributes to the literature by analyzing and uncovering the reasons that consumer adopt peer-to-peer accommodation,and practical guidance for the marketing activities of peer-to-peer accommodation platforms.