Research On The Influence Of Host-guest Interaction On Consumers’ Booking Intention And Behavior On Sharing Accommodation Platforms

In recent years,people have higher demand for diversified and personalized accommodation services,and the field of sharing accommodation has also developed rapidly.Sharing accommodation is a service model that combines online and offline services.Throughout the process,a series of interactive behaviors are involved.Host-guest interaction can affect consumers’ perception of merchants and platforms,which in turn can have a series of impacts on consumers’willingness and behavior.Previous studies have proved that online interaction has an impact on consumers’ willingness and behavior,but the influence of host-guest interaction on consumers’ willingness and behavior in sharing accommodation is still relatively deficient.Exploring the impact of host-guest interaction on booking intention and booking behavior can help hosts and platforms understand the importance and influencing factors of host-guest interaction,thereby enhancing the level of interaction.From the perspective of interaction,this paper explores the influence of hostguest interaction on consumers’ booking intention and behavior by questionnaire survey and text analysis.First,the influence of host-guest interaction on consumers’ booking intention and behavior is verified based on the questionnaire method.On the basis of previous research,three forms of host-guest interaction before consumers initiate a reservation are determined—information interaction,communication interaction and mutual evaluation interaction.Based on these three dimensions,the hypothesis that host-guest interaction affects consumers’ booking intention and behavior is verified by questionnaire survey.A total of 216 valid answers are collected,and statistical analysis,reliability and validity test,correlation analysis,regression analysis and structural equation model test are carried out.The results show that information interaction,communication interaction and mutual evaluation interaction have significant positive effects on consumers’ booking intention and behavior.Afterwards,based on the text analysis method,the research further explores the impact of quantitative indicators of host-guest interaction on consumer booking behavior.The real listings’ and hosts’ data on the muniao platform are acquired.Through text similarity analysis,thematic analysis,sentiment analysis and other methods,the quantitative indicators reflecting the interaction in the mutual evaluation texts are extracted.Taking the response rate,order acceptance rate,existence of response,length of response text,relative length of mutual assessment text,content relevance of mutual assessment text,and sentiment intensity of response text as independent variables,the increment of comments as a quantitative indicator of booking behavior.Correlation analysis and regression analysis are carried out on the host-guest interaction index and booking behavior to explore the influence of host-guest interaction index on consumer booking behavior.The study finds that:(1)the response rate and order acceptance rate have a significant positive impact on behavior to book;(2)the existence of response,the length of the response,the relative length of the mutual assessment,and the content relevance of the mutual assessment and sentiment intensity of response have significant positive effects on booking behavior.