Emotions,Experienced Utility And Customer Satisfaction In Accommodation Sharing:the Moderating Role Of Utilitarian And Hedonic Needs

With the rapid development of sharing economy,people pay more attention to accommodation sharing and to Airbnb in particular.Even though,the GMV of accommodation sharing is up to 70.6%according to a previous year in China,however there is little studies in this field.Consumer satisfaction is important for companies to develop sustainably.Thus,we explore the relationship between emotions\cost\utility and satisfaction.Utilitarian and hedonic needs moderate the relationship.The theory of the article is as follows:Satisfaction is triggered by emotional mechanisms and cognitive mechanisms.Experience is the core of hotel and traveling.Social exchange theory proposes that consumers are rational by maximizing the utility and minimizing the cost.MEC theory suggests that consumers know which products have attributes that will produce these desired consequences(hedonic values and utilitarian values).The research instrument of the study is an online survey that is completed by consumers who have experienced sharing accommodation.Measure items in questionnaire are adapted from mature scales.There are 312 valid respondents in our survey.The article carries on statistical analysis through SPSS22.0.In conclusion,emotions influence satisfaction.Positive emotions have a positive impact on satisfaction,negative emotions have a negative impact on satisfaction.Cost saving has a positive impact on satisfaction.Utility has a positive impact on satisfaction.Utilitarian and hedonic needs are moderator variables.Emotions are more important to satisfaction than experienced utility by people with hedonic needs.Experienced utility is more important to satisfaction than emotions by people with utilitarian needs.The article complements the study of emotions in accommodation sharing,explores the moderator effect of hedonic needs and utilitarian needs,and verifies the theories in Chinese accommodation sharing.Company can advertise with emotional appeal and utilitarian appeal to attract more people.According to consumer travel purpose,company recommends pleasure or functional house to customer to increase satisfaction.