A Study On The Influence Factors Of The Acceptance Of Online Short-Rent And Platform Operation Strategy

With the development of the Internet and mobile Internet,"Internet plus" is gradually transforming traditional industries,bringing vitality and power to them,and also profoundly and conveniently people's life.Sharing economy,which is accompanied by the Internet,is developing rapidly in China.The shared mobility like DiDi can rise in popularity,quickly open up the market,and has much users,while the online short rent is still an immature market.This is bound to have many factors,which are closely related to the housing rental industry and even China's national conditions.This paper combs and summarizes the latest relevant research at sharing economy,online short-rent industry,two-sided market theory,etc.Based on this,this paper constructs a model of influencing factors of domestic users' willingness about online short-rent.And then conducts empirical research by issuing questionnaires to verify the hypothesis and get the final influencing factors model.At the same time,according to the characteristics of online short-rent platform,this paper will construct a two-sided market mathematical model.Based on the Hotelling model,through the analysis of the two-sided market theory,the pricing strategy suitable for online short-rent platform is finally obtained.Through empirical analysis,this paper argues that the awareness of sustainable development does not significantly affect users' acceptance willingness of online short-rent platforms in China.That is to say,online short-rent industry with the sign of sharing economy has not won the special favor of users.Moreover,the influence of community and cross?network externalities is not obvious affect users' acceptance willingness too.And the factors that affect users choose short rent are economic benefits,trust,security,reputation and so on.It shows that short rent online should focus on the security,cost savings,trust and other issues that users care about from the actual needs.Among them,the real name authentication of the owner,the real picture of the room and the user's evaluation can significantly affect the user's trust in the platform.In terms of platform operation and pricing strategy,through the two-sided market theory research in this paper,it is found that in the competitive environment,when the number of landlords is limited,it's not economical for the platform to restrict the landlords to choose only one platform,as it will eventually damage the platform's own interests.The platform should allow or even encourage homeowners to make multiple ownership choices,so as to win more homeowners for themselves.At the same time,in the equilibrium state,the pricing of users and homeowners is consistent,which is related to the initial application of users and the externality coefficient of cross-network.But this is only the final equilibrium state.In the initial development of the platform,one or both sides can be subsidized in order to win over the owners or users.