The Research On Trust Mechanism Of Online Short-term Renting

As an innovative business model,the sharing economy has been rapidly promoted at home and abroad in recent years.Many sharing platforms have emerged in different fields.The virtuality and openness of the network make the credibility in the sharing economy significantly different from that in the traditional sense.The core of realizing the benign development of the sharing economy is to build a trust system between strangers.Based on trust source theory,trust transfer theory,face attraction preference theory and the relevant research results,this paper conducts research design and model hypothesis.Firstly,the actual data of Airbnb website are crawled through the program to study the factors influencing the trust mechanism of online short-term renting domain and establish the basic model of the trust mechanism of online short rent domain.Secondly,two behavioral experiments were conducted to study the influence of visual trust on consumers' choice preference in online short-term rental platforms under the same and different scoring conditions.Based on the results of quantitative analysis and experimental analysis above,it is shown that the ability,integrity,benevolence and reputation of the landlord have positive impact on the degree of trust of the landlord,and also affect the purchase preference of the tenant when choosing short-term rental services.When online rating is the same,attractiveness and credibility have significant positive effects on consumers' choice preference.Compared with credibility characteristics,attractive characteristics of landlords and gender differences have relatively little influence on consumers' preference.When the online rating was different,that is,the reputation variable was significant,consumers' attention to the photos of the landlord decreased,and the influence of visual trust on consumers' choice decreased.However,the influence of landlord reputation on consumers' preference is less than that of trust perception based on landlord photos.Finally,this paper summarizes the conclusion and gives the management enlightenment and suggestions to the stakeholders.The innovation points of this paper include the following three aspects.Firstly,the perspective of the research content is novel.From the perspective of trust source and trust transfer,this paper explores the influencing factors of shared trust and establishes the basic model of trust mechanism of online short-term tenancy.Combining the real C2 C environment of online short-term rental platform,from theperspective of visual perspective,the paper studies the impact of trust perception based on seller photos on network service selection preferences.Secondly,innovation of research method.Part 1 of the research uses empirical analysis combined with actual data of the website to study the influencing factors of shared trust.And Part 2studies the relationship between visual trust and consumer preference through behavioral experiment.Thirdly,it has certain practical value.This paper proposes a wealth of management suggestions from the perspective of platform operations and service providers,and provides reference for the development of business operation strategies and the maintenance of customer relationships for online short-term rental industries.