摘要
[目的]深入探讨共享短租平台的线上商家属性对网络口碑(eWOM)的影响机制。[方法]以信号理论为基础,基于共享短租平台Airbnb的Python爬虫数据信息,建立泊松回归模型,研究与电子服务质量相关的线上商家属性对消费者e WOM行为的影响。[结果]研究结果表明,商家的特色介绍、售后互动、即时预订、日历更新、回复时间、优质商家、身份认证显著正向影响房源的e WOM。[局限]仅选取北京地区的Airbnb样本,结果欠缺普适性。[结论]本研究结果对于提升共享短租在线商家的网络口碑具有借鉴意义。
[Objective] This study explores the influences of room owners on their tenants’ Electronic Word of Mouth(eWOM). [Methods] First, we retrieved data from Airbnb with the help of a Web crawler. Then, we proposed a Poisson Regression model based on the signal theory. Finally, we studied the impacts of room owners’ service on consumers’ eWOM. [Results] The eWOM of the available rooms was positively correlated with features introduction, after-sales interaction, instant reservation, calendar update, response time, high-quality service and identity certification. [Limitations] More samples from regions outside of Beijing should be included. [Conclusions] The proposed model could improve the service of short-term rentals.
作者
梁晓蓓
徐真
李晶晶
Liang Xiaobei;Xu Zhen;Li Jingjing(School of Economics and Management,Tongji University,Shanghai 200092,China)
出处
《数据分析与知识发现》
CSSCI
CSCD
北大核心
2018年第11期46-53,共8页
Data Analysis and Knowledge Discovery
基金
教育部人文社会科学研究规划基金项目"众包模式下发包方及平台的信誉对威客参与行为的影响:基于威客创新性的调节效应研究"(项目编号:17YJA630050)
国家自然科学基金项目"社交媒体中用户创新价值度测量模型及互动创新管理方法研究"(项目编号:71672128)的研究成果之一
关键词
共享短租平台
商家属性
网络口碑
Sharing Short-term Rental Platform
Host Attributes
eWOM
