Research On Influencing Factors Of Value Co-creation Behavior Of Shared Accommodation Platform Consumers

Under the background of sharing economy,shared accommodation,as a form of sharing economy in the field of accommodation,is also rising rapidly.In July 2020,the national development and Reform Commission and other 13 departments proposed to encourage the development of "shared accommodation" in the "opinions on supporting the healthy development of new formats and new models,activating the consumer market and promoting the expansion of employment".However,with the rapid development of shared accommodation,there are a series of problems that lead to the loss of users,such as the communication barriers in the process of interaction between landlords and tenants,the inconsistency between the actual housing supply and the described housing supply due to the lax supervision of the platform,and so on.As the power source of the sustainable development of shared accommodation platform,consumer users need to be further studied on the reasons for the loss of users,how to enhance the platform stickiness of users,and how to improve the user experience.The shared accommodation platform consists of three main bodies: the platform,the supply users with idle housing resources and the consumer users who want to obtain the right to use the house through transaction.The interaction of consumer users not only exists in the single line interaction with the platform or supply users,but also in the multi-agent interaction with the platform and supply users.According to the theory of value co-creation,interaction is the core of value co-creation.The multi-agent interaction of consumer users is beneficial to the generation of consumer value co-creation behavior,and then plays a role in promoting the rapid development of shared accommodation platform.Therefore,this study constructs a model based on shared accommodation platform to study the interaction between consumer users and platform,consumer users and supply users,and the impact of consumer users’ perceived value on their value co-creation behavior,verifies the mediating effect of perceived value,and introduces the quality of interaction as a moderating variable.Firstly,this paper reviews the literature on the concepts mentioned in the research,and puts forward research models and hypotheses based on social exchange theory.Then,the model and hypothesis are verified by questionnaire survey method,and 483 valid samples are obtained from the consumers of shared accommodation platform.The data are analyzed and processed by spss22.0 and amos22.0 software.Finally,the relevant conclusions and management implications are drawn.The main conclusions are as follows:(1)consumer multi-agent interaction has a positive impact on their perceived value.(2)Consumers’ perceived value has a positive impact on their value co-creation behavior.(3)Perceived value plays a mediating role between multi-agent interaction and value co-creation.(4)In terms of the moderating effect of the quality of interaction,the quality of interaction between consumers and platforms and the quality of interaction between consumers and suppliers do not regulate the relationship between interaction and hedonic value,but positively regulates the relationship between interaction and relational value,and negatively regulates the relationship between interaction and practical value.The quality of interaction among consumers positively moderates the relationship between interaction and practical value,hedonic value,but the moderating effect between interaction and relationship value is not significant.The theoretical and practical significance of this study lies in: theoretical significance,(1)It enriches the research on the value co-creation theory of shared accommodation platform.(2)Taking the consumers in the shared accommodation platform as the research object,this paper deepens the research on the value co-creation behavior under the traditional mode.Practical significance,(1)Help sharing accommodation platform to carry out activities related to promoting consumer value co-creation behavior provides a theoretical basis.(2)It provides guidance for the long-term development of shared accommodation platform.