Research On The Impact Of Online Short-term Rental Characteristics And Consumer Perception On Consumer Willingness To Use

Along with the economic globalization and the further development of electronic information technology,people's living standard has been greatly promoted.Consumer demand for travel,accommodation services showed a trend of diversification and individuation.Traditional ordinary hotel reservation mode by consumers no longer meet,they started to pursue more convenient and personalized experience.Then the emergence of online short rent,just meet the unique needs of consumers.Because it is a new form of business,at present is still in its growth stage exploration practice,so it's easy to have more problems,consumers use share is still low.Some consumers will take into account factors such as the security and privacy,health and convenient traffic facilities,which affect their willingness to use online short-term rentals.Some consumers only because of a special purpose of going out,such as taking care of the patients,examination training facilities,will choose online short rent.Different from traditional hotel accommodation,online short rent has its unique attributes,which will have a certain impact on the customer perception,and determine the use intention,as well as the implementation behavior.Firstly,this paper reviews and summarizes the latest domestic and international research on the characteristics of online short rent,consumers' perception and consumers' willingness to use.Secondly,using the characteristics of online short-term rental as a leading factor,explore how it affects consumers' perceptions and the impact mechanism and degree of influence on the willingness to use.Using the characteristics of destination and the purpose of going out as adjustment variables to explore the use of consumers in different situations related functions.By establishing a theoretical model or hypothesis,and then using a questionnaire to conduct an in-depth investigation,the 262 valid samples recovered will be subjected to mathematical statistical analysis to verify the hypothesis.The results show that the convenience,economy and interest of online short rent have significant positive effects on consumers' perceived value.Some factors of perceived value will have a positive effect on consumers' willingness to use,amongwhich perceived social value does not have a significant positive effect.Each part of the perceived value mediates between the characteristics of online short rent and consumers' willingness to use.The convenience and economy of online short rent have an obvious negative effect on consumers' perceived risk,while the interest of online short rent has no obvious negative effect on perceived risk.Each part of perceived risk has a significant negative influence on its use intention.Perceived risk plays an intermediary function between the use intention of online short rent,the economy and convenience of online short rent.The interest of online short rent not affect the use intention of customers because of their perceived risk.Destination characteristics play a moderating role in consumers' willingness to use and their perceived value,but the moderating effect between perceived risk and willingness to use is not significant.The purpose of going out has a certain regulating effect on consumers' use intention and perception.With the difference of the purpose of going out,the influence degree of perceived value and perceived risk on the use intention also changes.Finally,in view of the research results,the implementation of users' intention to use is continuously promoted from the two aspects of improving users' perceived value and reducing users' perceived risks on the online short-term rental platform.Corresponding marketing management measures and opinions are proposed for reference in the follow-up research.