Research On The Influence Of Trust Mechanism On The Reservation Quantity Of Shared Short-term Rental

With the rapid development of information technology and the arrival of the era of "big data",a series of emerging economic formats have emerged in China in recent years,among which sharing economy is a representative one.Relying on its right to use the "sharing",while improving the efficiency of resource utilization,more people in all aspects of life to provide a lot of convenience.China has a large population and huge consumer demand of all kinds,which provides important opportunities for developing the sharing economy.As an important choice for daily travel and business travel,the hotel industry plays a very important role in people's work and life.However,with the increasing demand of tourism consumption in recent years,traditional hotel accommodation has been difficult to meet people's personalized,differentiated and diversified service needs.In this way,the sharing of short-term rental accommodation model arises at the historic moment.Like most online transactions,one of the most important aspects of short-term sharing research is trust,the state of trust between consumers and landlords.Because of the existence of asymmetric information,trust is an important basis for consumers to make consumption choices and decisions.Measure,in order to further reflect the trust relationship influence on consumer behavior,this paper based on the historical evaluation of text mining and the corresponding measurement model to measure to carry out the research,main extract relevant research variables: against the landlord self-description text,based on the part-of-speech tags,and subject to extract the information entropy and diversity;Based on topic analysis,Text CNN topic classification and sentiment analysis,8 review valence topics are extracted for online review texts.Then,on the basis of controlling the property properties,the influence of related trust factors based on cognition,reputation and institution on the booking behavior of shared short-term rental consumers is established by using the trust building model.In addition,relevant data in Beijing area are collected from Airbnb,the mainstream short-term rental sharing platform,for subsequent empirical analysis.The results show that: from the cognitive perspective,online response rate,order acceptance rate,information content and topic diversity of landlord's self-description all positively affect booking volume;From the perspective of reputation,both the number of online reviews and the multidimensional validity have a positive impact on the bookings of shared home stays.The service attitude dimension has a higher impact than the dimension related to housing properties.In addition,the establishment of third-party marking and identity authentication system helps to increase the number of bookings on shared short-term rental platforms.This study has certain theoretical and practical significance,and the conclusion provides a new research perspective for the existing literature and emphasizes the importance of trust building for the development of short-term shared rent.Therefore,the platform puts forward suggestions to improve the comment mechanism of short-term rental platform and improve the service quality of landlords.However,there are some shortcomings,such as that the booking volume cannot fully reflect the operation of short-term rental sharing,and cannot reflect the continuity of the relationship between the characteristics of the landlord and short-term rental on short-term rental booking volume.