本文選題：信任 + 共享經(jīng)濟　； 參考：《武漢大學(xué)》2017年碩士論文

【摘要】：伴隨著互聯(lián)網(wǎng)科技和信息技術(shù)的飛速發(fā)展,共享經(jīng)濟作為一種新型的商務(wù)模式在全球范圍內(nèi)迅速發(fā)展起來,并不斷在各個領(lǐng)域滿足了人們對生活便捷性、多樣性、高品質(zhì)和個性化的訴求。中國是全球共享經(jīng)濟的重要市場,近幾年保持著快速的發(fā)展勢頭。隨著消費者對住宿需求的多樣性要求更高,傳統(tǒng)的酒店住宿行業(yè)已無法滿足用戶個性化的需求,在線短租應(yīng)運而生,并成為共享經(jīng)濟的重要分支領(lǐng)域。國內(nèi)途家、小豬短租等平臺的興起,為人們的住宿方式帶來了更多的選擇。信任一直是電子商務(wù)發(fā)展過程中的重要研究課題,在線短租中同樣由于信息不對稱的存在,當(dāng)消費者面對陌生的房東時,信任被證明是消費者決策的重要影響因素。然而,房東的哪些屬性有利于建立雙方的信任進而促進交易的完成還未得到深入的研究。本文基于信任源和信任傳遞理論,在控制房源屬性的基礎(chǔ)上,研究了小豬短租平臺房東屬性和房東信譽對消費者選擇的影響。自2015年11月至2016年8月,通過編寫的Python程序爬取了 8期小豬短租平臺上海、廣州、成都3個城市2227位房東及對應(yīng)房源的數(shù)據(jù),運用負二項面板回歸模型研究了房東屬性和信譽對房源銷量的影響。結(jié)果發(fā)現(xiàn)除平均確認時長外,代表房東善意信任的在線回復(fù)率、代表房東能力信任的訂單接受率、代表房東誠實信任的是否開通房東主頁、以及房東性別均對房東訂單增量有顯著的影響,表示信任傳遞的變量累計評論量、累計訂單量對訂單增量有顯著的影響。進一步的魯棒性檢驗還證明了本文的研究模型具有一定的魯棒性,房東的個人屬性和信譽均會對房源銷量產(chǎn)生影響。本研究具有一定的理論和實踐意義,研究結(jié)論為現(xiàn)有的文獻提供了新的研究視角并強調(diào)了信任建立對在線短租發(fā)展的重要性,并為平臺和房東提供了一些增強信任機制的建議。此外,本文是首個著眼于中國在線短租市場的研究,并利用網(wǎng)站的真實數(shù)據(jù)來研究房東屬性和信譽對于房源銷量的影響,作為目前以文獻分析、問卷調(diào)查、訪談和實驗等研究方法為主的重要補充。
[Abstract]:With the rapid development of Internet technology and information technology, shared economy has developed rapidly as a new type of business model in the world, and has continuously met people's demands for convenience, diversity, high quality and individualization in various fields. China is an important market for the global sharing of economy, and has been maintained in recent years. As the demand for accommodation is higher, the traditional hotel accommodation industry has been unable to meet the personalized needs of the users. The online short rent has emerged as the times require, and has become an important branch of the shared economy. Choice. Trust has always been an important research topic in the development of e-commerce. Online short rent is also due to the existence of information asymmetry. When consumers face a strange landlord, trust is proved to be an important factor in consumer decision-making. However, what attributes of the landlord are conducive to building trust between the two parties and thus promoting the completion of the transaction In this paper, based on the theory of trust source and trust transfer, this paper studies the influence of the landlord property and the reputation of the landlord on the consumer selection on the basis of controlling the property of the house. From November 2015 to August 2016, 8 short rent platforms in Shanghai, Guangzhou, Chengdu, Chengdu, and Chengdu were crawled through the program. The data of 2227 landlords and corresponding housing sources in 3 cities and the negative two panel regression models are used to study the influence of the property and reputation of the landlord on the housing sales. The results show that the online reply rate, representing the landlord's good faith, represents the acceptance rate of the landlord's trust of the landlord, representing the open trust of the landlord. The landlord's home page and the landlord sex have a significant impact on the landlord's order increments, indicating the cumulative review of the variables of the trust transfer, and the cumulative order quantity has a significant impact on the order increment. Further robustness tests also prove that the research model of this paper has a certain robustness, and the personal attributes and reputation of the landlord will all be on the housing sales. This study has a certain theoretical and practical significance. The conclusion provides a new perspective for the existing literature and emphasizes the importance of trust establishment for online short rent development, and provides some suggestions for the platform and the landlord to strengthen the trust mechanism. In addition, this paper is the first to focus on the Chinese online short rent market. Research, and use the real data of the website to study the impact of landlord attributes and reputation on housing sales, as an important supplement to the research methods such as literature analysis, questionnaire survey, interview and experiment.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F299.23

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