Research On The Influence Of Consumer Innovativeness On The Willingness To Use The B&B Booking Platform

In recent years,the B&B booking platform has developed rapidly,which has brought a big impact on the traditional hotel industry.Compared with the traditional hotel online platform,the B&B booking platform can provide consumers with various types of accommodation to meet consumers’ accommodation needs and attract consumers’ attention.Therefore,the academic community is also paying more and more attention to the research on the behavior and willingness of consumers to use B&B booking platform.Most of the existing research starts with consumer perceptions and studies consumers’ willingness to use B&B booking platform.And few studies have studied the impact of consumer innovati veness on the willingness to use B&B booking platform from the perspective of consumers’ personal characteristics.Therefore,it is of theoretical and practical value to explore the influence of consumer innovativeness on the willingness to use the B&B booking platform and the intrinsic influence mechanism.This paper reviews relevant literature on consumer innovativeness,perceived product innovativeness,perceived risk and subjective product knowledge.Based on the research questions,the paper constructs a theoretical model that reveals the impact of consumer innovativeness on the willingness to use B&B booking platform,the mediating role of perceived product inno vativeness and the adjustment of perceived risk and subjective product knowledge and proposes corresponding research hypotheses.Then,consumers who knew and used the B&B booking platform were surveyed,the collected data were statistically analyzed by SPSS24.0 and AMOS23.0 and the hypotheses were verified.The following conclusions were obtained.First,the consumer innovativeness has a significant positive impact on the willingness to use the B&B booking platform.Functional innovativeness,hedonic innovativeness,social innovativeness and cognitive innovativeness all have a significant positive impact on the willingness to use the B&B booking platform.Second,perceived product innovativeness plays a partly mediating role in the relationship between consumer innovativeness and the willingness to use the B&B booking platform.Third,perceived risk plays a negative role in regulating the relationship between consumer innovativeness and the willingness to use the B&B booking platform.Subjective product knowledge plays a positive regulatory role in the relationship between consumer innovativeness and the willingness to use the B&B booking platform.