The Relation Research Of Sharing Accommodation Landlord's Risk Attitude,Well-Being,Sharing Behavior

Sharing economy develops rapidly,especially in tourism industry,in which sharing accommodation is an important part,and plays an increasingly important role in satisfying people' individualized accommodation needs.At present,the academic research on sharing accommodation mostly comb the connotation of sharing economy and the business model from the macro perspective,and select the industry cases to carry on the theoretical research.Most of those are based on the service receiver-consumer angle,and few are based on the online short rental landlord,the service provider.From the supply perspective,according to the risk decision model of double processing and information processing psychology,this paper analyses the effects of the landlord's objective attitude(risk attitude)and subjective emotion(happiness)on the future sharing behavior and the intermediary role of social cognition(social distance)was investigated.According to the dual-process model of risk decision-making,the decision-making can be divided into two kinds of information processing modes: analytic processing and heuristic processing.Among them,the analytical processing model is based on prudent and systematic reasoning.The model of inspiration is based on inspiration and emotion.Landlord's participation in shared accommodation is a risk decision-making process.In this process,objective risk attitude may affect the analysis and processing process,and subjective emotional experience may play an important role in enlightening the processing process.Both together affect future accommodation sharing decision-making behavior.In addition,according to the theory of information processing psychology,external stimuli influence behavior through internal cognitive process.Social distance is a kind of psychological distance,which is considered to be an important social cognitive process.The landlord's risk attitude and subjective well-being determine the social cognitive process to some extent,and then affect the sharing behavior in the future.This is the first paper which regards the participation of landlords as a kind of risk decision making behavior,and collects 312 valid samples to study by questionnaire survey.Exploratory factor analysis,confirmatory factor analysis and hierarchical regression were carried out in SPSS20.0 and Amos software.The results revealed that the host's risk attitude and well-being were positively related to sharing behavior respectively,and there was difference between different kind of host's well-being to the sharing behavior's influence: the influence of the part-time host's well-being to the sharing behavior was higher than full-time host's;risk attitude was negatively related to social distance;social distance was negatively related to sharing behavior,and played a mediating role in the relationship between risk attitude and sharing behavior and the relationship between well-being and sharing behavior respectively.This study is of great theoretical and practical significance in understanding the sharing willingness of sharing accommodation providers(landlords)and promoting their future sharing behaviors from the perspective of risk behavior decision.This paper enriches the existing research results on the willingness of providers who are one of the three mainbodies of the sharing economy to participate in the sharing economy,and makes a favorable supplement to the dual-processing model of risk decision-making in the context of the sharing economy.It provides a novel framework for understanding the landlord's sharing behavior.Based on the conclusions.this paper puts forward some countermeasures and suggestions for the platform and the government.