网络点评对民宿顾客住宿意愿的影响——信任的中介作用探讨

doi:10.12054/lydk.bisu.131

摘要/Abstract

摘要：

网络点评是影响民宿顾客住宿意愿的重要因素。本研究以信任理论为基础,从顾客需求视角探讨民宿顾客对网络平台的信任和对民宿主人的信任在网络点评和民宿顾客住宿意愿之间的作用。研究发现：（1）网络点评对民宿顾客住宿意愿的直接影响效应显著;（2）顾客信任的二维度（对网络平台的信任和对民宿主人的信任）在网络点评和民宿顾客住宿意愿之间起串联中介作用,但是顾客信任的两个维度不能单独在网络点评和民宿顾客住宿意愿之间起中介作用。本研究揭示了网络点评对民宿顾客住宿意愿的作用路径,为民宿营销提供了新视角。

关键词: 网络点评; 住宿意愿; 平台信任; 主人信任; 串联中介

Abstract:

An online review is an important factor that affects the accommodation intention of homestay customers. This is as homestay customers choosing homestay always refer to the online reviews. Trust theory is an important factor for studying the influence of online reviews on consumer behavior. Based on the trust theory, this study discusses the effect of the trust of the customers on network platforms and the homestay hosts based on online reviews and the customers’ accommodation intention from the perspective of customers’ accommodation intention. Through this, a model of the influence of online reviews on the customers’ accommodation intention is then constructed. A total of 245 valid questionnaires were collected in this study. Through structural equation analysis of the data collected by this study, there were two findings. The first finding is that the direct effect of online reviews on the accommodation intention of homestay customers is significant. The second finding is that two dimensions of customer trust (trust in the network platform and trust in the homestay host) play a complementary mediating role between the online reviews and the accommodation intention of homestay customers, but two dimensions of customer trust (trust in the network platform and trust in the homestay host) cannot play an intermediary role between the online reviews and homestay customers’ accommodation intention. This is related to the product characteristics of homestay in China, the difficulty of supervision, and the management of the homestay platform. The theoretical contribution of this study is thus to expand and deepen the current theoretical research on trust, based on previous general research on the relationship between the online review and behavioral intention, to further study the effect of the trust on network platforms and homestay hosts on the relationship between online review and customer accommodation intentions. The practical contribution would thus be to put forth countermeasures and suggestions to improve the accommodation intention of homestay customers from the three aspects that are derived from the homestay customers, homestay owners, and homestay platform.

Keywords: online reviews; accommodation intention; platform trust; host trust; tandem mediation

中图分类号:

王璐, 郑向敏, 李勇泉. 网络点评对民宿顾客住宿意愿的影响——信任的中介作用探讨[J]. 旅游导刊, 2020, 4(1): 79-94.

Lu WANG, Xiangmin ZHENG, Yongquan LI. The Influence of Online Reviews on the Accommodation Intention of Homestay Customers: The Mediating Role of Trust[J]. Tourism and Hospitality Prospects, 2020, 4(1): 79-94.

图/表 6

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构念	分层	题项	因子载荷	Cronbach’s α系数	CR	AVE
网络点评	点评质量	我阅读过的多数网络点评能支持相关观点	0.623	0.800	0.796	0.441
		我阅读过的多数网络点评是比较客观的	0.663
		我在预订平台所阅读的多数网络点评是关于民宿的点评	0.594
		我阅读过的多数网络点评是合理的	0.749
		我阅读过的多数网络点评都介绍了一些民宿特点	0.679
	点评数量	民宿预订平台上的网络点评数量很多	0.704	0.687	0.691	0.528
	点评数量	我在民宿预订平台上所阅读的网络点评信息有效的比较多	0.748	0.687	0.691	0.528
	点评方向	我阅读的网络点评一般都正面评价民宿	0.783	0.751	0.751	0.602
	点评方向	我阅读的网络点评一般会向顾客推荐民宿	0.768	0.751	0.751	0.602
信任	对网络平台的信任	民宿预订平台是值得信任的	0.774	0.883	0.876	0.601
		民宿预订平台给我一种信守承诺的印象	0.816
		我感觉民宿预订平台能使我的住宿预订利益最大化	0.726
		我认为民宿预订平台会信守对我预订的承诺	0.814
		我认为民宿预订平台努力以诚信的形象为大家所知	0.742
	对民宿主人的信任	我认为民宿主人是诚实的	0.863	0.939	0.934	0.739
		我认为民宿主人是关心他的客人的	0.888
		我认为民宿主人能够提供符合我要求的服务	0.821
		我认为民宿主人是值得信赖的	0.862
		我认为民宿主人为人很可靠	0.864
住宿意愿		每次旅行我都有想住民宿的意愿	0.869	0.916	0.917	0.787
		最近的这次旅行我计划住在民宿	0.857
		每次旅行我会尽量选择住在民宿	0.933

构念	分层	题项	因子载荷	Cronbach’s α系数	CR	AVE
网络点评	点评质量	我阅读过的多数网络点评能支持相关观点	0.623	0.800	0.796	0.441
		我阅读过的多数网络点评是比较客观的	0.663
		我在预订平台所阅读的多数网络点评是关于民宿的点评	0.594
		我阅读过的多数网络点评是合理的	0.749
		我阅读过的多数网络点评都介绍了一些民宿特点	0.679
	点评数量	民宿预订平台上的网络点评数量很多	0.704	0.687	0.691	0.528
	点评数量	我在民宿预订平台上所阅读的网络点评信息有效的比较多	0.748	0.687	0.691	0.528
	点评方向	我阅读的网络点评一般都正面评价民宿	0.783	0.751	0.751	0.602
	点评方向	我阅读的网络点评一般会向顾客推荐民宿	0.768	0.751	0.751	0.602
信任	对网络平台的信任	民宿预订平台是值得信任的	0.774	0.883	0.876	0.601
		民宿预订平台给我一种信守承诺的印象	0.816
		我感觉民宿预订平台能使我的住宿预订利益最大化	0.726
		我认为民宿预订平台会信守对我预订的承诺	0.814
		我认为民宿预订平台努力以诚信的形象为大家所知	0.742
	对民宿主人的信任	我认为民宿主人是诚实的	0.863	0.939	0.934	0.739
		我认为民宿主人是关心他的客人的	0.888
		我认为民宿主人能够提供符合我要求的服务	0.821
		我认为民宿主人是值得信赖的	0.862
		我认为民宿主人为人很可靠	0.864
住宿意愿		每次旅行我都有想住民宿的意愿	0.869	0.916	0.917	0.787
		最近的这次旅行我计划住在民宿	0.857
		每次旅行我会尽量选择住在民宿	0.933

	网络点评	对网络平台的信任	对民宿主人的信任	住宿意愿
网络点评	0.704
对网络平台的信任	0.619**	0.775
对民宿主人的信任	0.511**	0.704**	0.860
住宿意愿	0.424**	0.399**	0.486**	0.887

	网络点评	对网络平台的信任	对民宿主人的信任	住宿意愿
网络点评	0.704
对网络平台的信任	0.619**	0.775
对民宿主人的信任	0.511**	0.704**	0.860
住宿意愿	0.424**	0.399**	0.486**	0.887

模型	x②/df	RMSEA	GFI	AGFI	NFI	RFI	IFI	TLI	CFI	PGFI	PNFI
理想值	<3.00	<0.05	>0.90	>0.90	>0.90	>0.90	>0.90	>0.90	>0.90	>0.50	>0.50
实际值	1.463	0.035	0.936	0.917	0.949	0.940	0.983	0.980	0.983	0.725	0.805
结果	符合	符合	符合	符合	符合	符合	符合	符合	符合	符合	符合