Collaborative Consumption:Determinants Of Satisfaction And Willingness To Purchase Again

Under the background of the sharing economy,collaborative consumption,which is characterized by the separation of ownership and purchase rights,using the Internet as the medium to share the products and services,is increasingly attracting people's attention.Tourism sharing accommodation refers to the economic activity that relies on the Internet platform to integrate and share large and scattered accommodation resources to meet diverse accommodation needs.With the rapid development of new technologies such as the Internet,the upgrading of urban and rural tourism consumption and services,and the popularity of personalized consumption,sharing accommodation has become a popular option for more and more tourists.With the maturity of the tourism sharing accommodation market,it is of great practical significance to explore the factors affecting consumer satisfaction and the willingness to purchase again.It is of great significance to improve the quality of product service and promote the benign development of market.Combining different scholars' research on collaborative consumption behavior,this paper takes the tourism sharing accommodation industry as an example to explore the theoretical model of factors affecting the satisfaction of collaborative consumption and the willingness to repurchase,and using six factors: economic benefits,platform trust,familiarity,service quality,social demands and sustainability as the antecedent variables,consumer satisfaction as a mediator,and repurchase willingness as the outcome variable.In this study,389 valid sample data were collected from questionnaires by tourists who had at least one sharing accommodation experience.Through the correlation analysis,SEM and Bootstrap test,the conclusions of this study were obtained:(1)economic benefits,platform trust,familiarity,service quality,and sustainability have a significant positive impact on consumer satisfaction;(2)economic benefits,familiarity,service quality,and social demands have a significant positive impact on repurchase willingness;(3)Consumer satisfaction has a significant positive mediating impact on economic benefits and repurchase willingness,familiarity and repurchase willingness,and sustainability and repurchase willingness.Through empirical research,this paper proposes that the tourism sharing accommodation platform and suppliers can be improved through the following aspects: reducing travel costs and improving service quality,strengthening system construction to bulid consumers' trust,meeting social needs and stimulating environmental awareness,and using different marketing strategies for market segments.