| 苏雅婷，石 玉*.民宿主客互动评论及装饰风格对
顾客在线预订意愿的影响[J].海南师范大学学报自科版,2021,34(3):342-348 |
| 民宿主客互动评论及装饰风格对
顾客在线预订意愿的影响 |
| Influences of Host-guest Interaction Review and Decoration Style onB&B Online Booking Intention |
| |
| DOI：10.12051/j.issn.1674-4942.2021.03.013 |
| 中文关键词: 主客互动评论 装饰风格 在线预订意愿 民宿 |
| 英文关键词: host-guest interaction review decoration style online booking intention B&B |
| 基金项目:福建省中青年教师教育科研项目（JAS170461）；三明学院科学研究发展基金项目（A201709） |
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| 中文摘要: |
| 民宿已成为现代接待业的新业态和重要组成部分。在平台经济的驱动下，在线预订平
台成为民宿产品的主要分销渠道。在此环境下，探讨在线预订平台所传递的民宿特征图文信息对
顾客在线预订意愿的影响具有重要的意义。运用实验法，设计并操作8组实验，旨在验证分析民宿
主客互动评论与装饰风格对顾客在线预订意愿的影响。结果显示：（1）主客互动评论和非主客互
动评论对顾客在线预订意愿的影响存在显著性差异，主客互动评论对预订意愿的影响比非主客互
动评论积极；（2）不同装饰风格对顾客在线预订意愿的影响也具有显著性差异，顾客对现代装饰风
格的预订意愿显著高于传统装饰风格；（3）装饰风格与主客互动评论对预订意愿的影响存在显著
性差异，主客互动评论比装饰风格更能对预订意愿产生积极的影响；（4）当不同装饰风格和不同评
论内容主题组合时，任意两者组合所产生的影响比单一要素所产生的影响更积极，其中“现代装饰
风格 + 主客互动评论”组的预订意愿最高，而“传统装饰风格 + 非主客互动评论”组的预订意愿最
低。研究结果对民宿业者经营与管理观念的改变及平台日常预订环境的管理具有现实指导意义。 |
| 英文摘要: |
| B&B has currently become a new and important part of accommodation industry. Driven by the platform econo⁃
my, online booking platform has become the main distribution channel for B&B products. In this study, eight experiments
were carried out to analyse how B&B host-guest interaction review (HIR) and decoration style (DS) influence customers' on⁃
line booking intention under the context of online booking platform. The results showed that there was significant different
influence on booking intention between HIR and non host-guest interaction review (NHIR), the influence of HIR on book⁃
ing intention was more positive than NHIR. And the influence of different decoration style on booking intention was signifi⁃
cantly different, the booking intention on modern decoration style (MDS) was significantly higher than that of traditional dec⁃
oration style (TDS). In addition, there was significant difference between the effect of DS and HIR on booking intention.
HIR had a more positive impact on booking intention than DS. When different decoration styles and different reviews com⁃
bined, the combination impact on booking intention was higher than single factor, the influence of MDS+HIR was the most
positive, while TDS+NHIR was the most passive. The research results show practical guiding significance for B&B operators in the change of operation and management concepts and the platform's daily booking environment management. |
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