Research On The Impact Of Homestay Online Servicescape On Consumer Behavior Intention

With the gradual popularization of the concept of online consumption and the change of people’s consumption concept,people’s demand for travel accommodation is becoming more and more diversified.With the rapid development of network technology,travel e-commerce platforms and online payment in the information age,convenient and abundant online short term rental platforms are becoming more and more popular among consumers.In recent years,homestay have gradually become a popular accommodation choice for consumers because of their unique host culture and the display of unique regional culture,and online short term rental platforms can provide consumers with a wide variety of homestay options,which has become the first choice for consumers to book homestays when traveling.In the era of experience economy,the online supply side gradually pays attention to the attraction and retention of consumers through online experience marketing.In online marketing,the online short term rental platform is the first line of contact for consumers with homestays,so the creation of homestay online servicescape plays a crucial role in enhancing consumers’ booking experience and stimulating their consumption.Although research on online short term rental platforms and e-tailing stores is being enriched at this stage,there is still limited research exploring how homestays’ online servicescape is created and the impact of each element on consumer behavior from the perspective of online servicescape.This study draws on the information technology acceptance model and SOR theory,and uses a questionnaire to discuss the interaction between homestay online servicescape and consumers’ behavioral intentions.By constructing a research model between homestay online service scape and consumers’ behavioral intentions,we explore in depth the mechanism of the role of homestay online servicescape on consumers’ perceived value and behavioral intentions.A total of 613 valid questionnaires were collected and analyzed by data analysis software.The results show that(1)Functional layout,aesthetic design,platform interaction,social service and authentic atmosphere among driving factors of home-stay network service scenarios have significant positive effects on consumers’ perceived ease of use,with path coefficients of 0.197,0.264,0.217,0.167 and 0.097.The path coefficients were0.153,0.245,0.323,0.143 and 0.177.(2)Functional layout,aesthetic design,platform interaction,social service and authentic atmosphere among the driving factors of home-stay network service scenarios have significant positive effects on consumers’ behavioral intentions,with path coefficients of 0.078,0.111,0.176,0.092 and 0.098,.(3)Perceived ease of use and perceived entertainment had significant positive effects on perceived usefulness,with path coefficients of 0.235 and 0.616.(4)Perceived ease of use,perceived entertainment and perceived usefulness all have significant positive effects on consumers’ behavioral intentions,with path coefficients of 0.145,0.215 and0.161.(5)Perceived ease of use and perceived entertainment mediate between the drivers of B&B online service scenarios and consumers’ behavioral intentions.(6)Perceived usefulness mediates between perceived ease of use and consumer behavioral intention,and perceived entertainment mediates between perceived entertainment and consumer behavioral intention.Based on the findings,this paper makes relevant suggestions for the improvement of the homestay online service scene:(1)Focus on platform interaction to improve the interactive experience of the homestay online service scene.(2)Focus on the aesthetic design of the website to improve the visual appeal of the shared homestay platform.(3)Strengthen the communication management of the platform to pull in the social distance between hosts and consumers.(4)Displaying pictures with regional characteristics to enhance consumers’ perception of the regional characteristics of the properties.(5)Attaching importance to user experience and enhancing the entertainment of the platform.