共享住宿领域房东未来共享行为研究——基于风险决策的视角

doi:10.12054/lydk.bisu.183

摘要/Abstract

摘要：

作为共享经济的重要分支,共享住宿在满足个性化住宿需求中起到重要作用。以往研究主要从需求角度考察房客对共享住宿的参与意愿,较少从供给角度分析房东参与共享经济的意愿及影响因素。本研究将房东共享行为看作一种风险决策行为,根据风险决策的双系统模型,考察共享住宿领域房东的风险态度和主观幸福感对其未来共享行为的影响,以及社会距离的中介作用。结果表明：房东积极的风险态度与高主观幸福感均对其未来共享行为有正向影响,对社会距离有负向影响;社会距离对房东未来共享行为有负向影响,且分别在风险态度与未来共享行为、主观幸福感与未来共享行为间起中介作用。本文从风险行为决策的角度出发,对未来共享行为进行了较深入的研究和探讨。

关键词: 共享住宿; 房东; 风险态度; 主观幸福感; 社会距离

Abstract:

As an important part of sharing economy, sharing accommodation is playing a more and more important part in satisfying consumers’ personalized needs of accommodation. Previous researches have focused on the consumers’ intention to participate in sharing accommodation, while little is known about the intention and influencing factors of hosts. Participation in sharing accommodation is a kind of risky behavior, thus, based on the dual-process model of risk decision making and information processing psychology, this article analyzed the influences of external attitude (risk attitude) and internal emotion (subjective wellbeing) on future sharing behavior and the mediating effect of social cognition (social distance) with 312 valid samples collected by questionnaire method. The results revealed that the host’s risk attitude and wellbeing were positively related to sharing behavior respectively; risk attitude was negatively related to social distance; social distance was negatively related to sharing behavior, and played a mediating role in the relationship between risk attitude and sharing behavior and the relationship between wellbeing and sharing behavior respectively. This article promotes the understanding of hosts’ participation in sharing accommodation from the perspective of risky decision making, and makes some suggestions for the host, platform and government to promote the development of sharing accommodation.

Keywords: shared economy; hosts; risk attitude; wellbeing; social distance

中图分类号:

谷慧敏, 雷铭, 王静, 张莹莹. 共享住宿领域房东未来共享行为研究——基于风险决策的视角[J]. 旅游导刊, 2021, 5(6): 43-65.

GU Huimin, LEI Ming, WANG Jing, ZHANG Yingying. Hosts’ Future Sharing Behavior in the Sharing Economy: The Perspective of Risk Decision Making[J]. Tourism and Hospitality Prospects, 2021, 5(6): 43-65.

图/表 7

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人口统计学变量 Demographic variable	分类 Classfication	比例（%） Proportion	人口统计学变量 Demographic variable	分类 Classfication	比例（%） Proportion
性别	男	48	海外留学经历	是	8
性别	女	52	海外留学经历	否	92
年龄	20岁以下	3	职业	机关事业单位、国企员工	10
	21~30岁	49		外企、私营企业员工	21
	31~40岁	28		个体经营者/自由职业者	55
	41~50岁	13		家庭主妇	6
	51~60岁	6		学生	3
	60岁及以上	1		退休人群及其他	5
本地人	是	65	房东身份	职业房东	33
本地人	否	35		个人兼职房东	55
受教育程度	高中、中专及以下	27		中介经纪人	3
	大专	29		商业机构	9
	本科	38	—	—	—
	研究生及以上	6	—	—	—

人口统计学变量 Demographic variable	分类 Classfication	比例（%） Proportion	人口统计学变量 Demographic variable	分类 Classfication	比例（%） Proportion
性别	男	48	海外留学经历	是	8
性别	女	52	海外留学经历	否	92
年龄	20岁以下	3	职业	机关事业单位、国企员工	10
	21~30岁	49		外企、私营企业员工	21
	31~40岁	28		个体经营者/自由职业者	55
	41~50岁	13		家庭主妇	6
	51~60岁	6		学生	3
	60岁及以上	1		退休人群及其他	5
本地人	是	65	房东身份	职业房东	33
本地人	否	35		个人兼职房东	55
受教育程度	高中、中专及以下	27		中介经纪人	3
	大专	29		商业机构	9
	本科	38	—	—	—
	研究生及以上	6	—	—	—

题项 Items	因子载荷 Factor loading
题项 Items	1	2	3	4
FB1	0.86
FB2	0.87
FB3	0.85
FB4	0.85
RT1		0.83
RT2		0.74
RT3		0.85
RT4		0.75
RT5		0.86
RT6		0.47
WB1			0.84
WB2			0.88
WB3			0.85
WB4			0.88
WB5			0.88
WB6			0.88
WB7			0.90
WB8			0.78
SD1				0.83
SD2				0.89
SD3				0.83

题项 Items	因子载荷 Factor loading
题项 Items	1	2	3	4
FB1	0.86
FB2	0.87
FB3	0.85
FB4	0.85
RT1		0.83
RT2		0.74
RT3		0.85
RT4		0.75
RT5		0.86
RT6		0.47
WB1			0.84
WB2			0.88
WB3			0.85
WB4			0.88
WB5			0.88
WB6			0.88
WB7			0.90
WB8			0.78
SD1				0.83
SD2				0.89
SD3				0.83

潜变量 Latent variable	观察变量 Observed variable	因子载荷 Factor loading	T值	R方	组合信度（CR）	平均提取方差（AVE）
未来共享行为	FB1	0.89		0.79	0.91	0.72
	FB2	0.88	21.32***	0.78
	FB3	0.81	18.37***	0.66
	FB4	0.80	17.85***	0.64
风险态度	RT1	0.89		0.79	0.87	0.54
	RT2	0.59	11.53***	0.35
	RT3	0.89	22.30***	0.79
	RT4	0.62	12.25***	0.38
	RT5	0.89	22.23***	0.79
	RT6	0.35	6.15***	0.12
主观幸福感	WB1	0.85		0.71	0.96	0.73
	WB2	0.88	20.79***	0.78
	WB3	0.86	19.81***	0.74
	WB4	0.89	20.99***	0.79
	WB5	0.88	20.43***	0.77
	WB6	0.86	19.86***	0.74
	WB7	0.88	20.83***	0.78
	WB8	0.74	15.53***	0.55
社会距离	SD1	0.83		0.68	0.89	0.74
	SD2	0.91	18.43***	0.82
	SD3	0.84	17.27***	0.71