Research On Consumer Behavior And Marketing Strategy Of Online Short-Term Rental Service

Internet consumption has promoted the prosperity of the sharing economy,and a new economic model of online short-term rental services characterized by shared housing leasing has emerged at the historic moment.While the online short-term rental service injects vitality into the sharing economy,it also facilitates people’s living life with a brand new service experience.As a typical representative of the sharing economy,although the online short-term rental industry has achieved sufficient development abroad,but in China,because of consumer preferences and behavior habits have not yet formed,the online short-term rental industry still has a lot of room for expansion.Studying consumer behavior and exploring the online short-term rental marketing model based on consumer behavior is not only an urgent need for the development of the online short-term rental industry,but also a theoretical research need for consumer behavior changes under the mobile Internet.It has important research value.Based on the consumer behavior theory and online short-term rental service research status,this article establishes the online short-term rental service consumer behavior model and theoretical assumptions,and uses the decision tree model to analyze the factors that affect the online short-term rental consumer behavior and behavior path.The panel quantile regression model is used to discuss the marketing mode under different consumption behaviors.Specifically,the following research work has been carried out:(1)Based on the traditional consumer behavior model,combined with the connotation characteristics of the sharing economy,the consumer behavior under the Internet model is discussed.This is a tentative analysis of the consumer behavior change theory under the mobile Internet.The construction of rent consumer behavior model builds a theoretical analysis foundation.(2)According to the characteristics of consumer behavior under the Internet model,which is different from the construction of traditional consumer behavior models,technology acceptance theory and trust theory are selected as the theoretical basis for the construction of online short-term rental consumer behavior models,under a series of assumptions,An online short-term rental consumer behavior model is proposed.(3)Using Python crawler technology to collect the data of each house in the top ten popular cities on the Xiaozhu short-term rental platform from August 2018 to June 2019,using the decision tree model method and panel quantile regression The model analyzes the online short-term rental consumer behavior and its marketing model.The following research conclusions were obtained:(1)Online short-term rental is a housing sharing model of the sharing economy,which has the characteristics of Internet consumption.To study online short-term rental,the traditional consumer behavior theory needs to be transitioned to the mobile Internet to investigate consumer behavior changes.Combining the characteristics of the sharingeconomy,the property of short-term rental platform is considered as the objective basis for tenants to accept new technology channels and behavioral decisions,while the property information and individual property of the landlord are the basis of trust sources and trust transfer.Consumers’ online short-term rental behavior,and then construct a theoretical model of online short-term consumer behavior.(2)The decision tree model method was applied to the theoretical model analysis of online short-term rental consumer behavior.Empirical calculations found that the factors that determine online short-term rental consumer behavior include a total of 12 factors including online response rate and average diagnosis time.These factors have formed different behavior paths and provided ideas for online short-term rental to carry out precise marketing.(3)Subsequent empirical results of the panel quantile regression model further show that the order quantity has different influencing factors at different quantiles due to different behavior paths.This shows that for the flexibility of Internet consumer behavior migration,the online short-term rental marketing model needs to have the ability to track in time,and for this reason,a corresponding marketing plan is proposed.