Research On Consumers’ Willingness To Buy Online Homestay Products Based On Social Cognitive Theory

Under the background of sharing economy,the homestay industry is booming.Different from traditional hotels,homestay with distinctive decoration characteristics,warm service and warm temperature are favored by tourists.However,in the process of development,due to the rapid development of the industry,some housing quality is poor,homogenization phenomenon is serious,lack of supervision and other problems continue to appear,consumers gradually distrust the industry,and gradually reduce their expectations and purchase intentions.Therefore,it is of practical significance to explore the influencing factors of purchase intention and whether they will affect consumers’ transaction trust.Based on the new perspective of social cognition theory,this paper studies consumers’purchase intention.Based on the social cognition theory,this paper constructs a theoretical model of online homestand product purchase intention by combining consumer factors and environmental factors with transaction trust,and verifies the hypotheses.Firstly,according to social cognition theory,consumer factors are divided into three variables:self-efficacy,outcome expectation and risk control cognition.Secondly,environmental factors are divided into three variables:housing resources,landlords and platforms.In order to be closer to consumers’ concerns when determining variable indicators,this paper deals with online comments and determines index factors of landlord attributes,housing resources attributes and platform attributes based on LDA topic extraction.Finally,the questionnaire was recovered and analyzed,and the sample statistical analysis was carried out to verify each hypothesis through the structural equation model.The main research results of this paper are as follows:(1)The explanatory variables of environmental factors are extracted from the theme,including housing property attributes(cost performance ratio,environmental health,decoration style,location and transportation,natural scenery,infrastructure),host attributes(thoughtful service and enthusiastic interaction),and platform attributes(interface content,institutional guarantee,information quality and usefulness).(2)Through the analysis of the questionnaire data to verify the research hypothesis,it is found that the self-efficacy and risk control cognition of consumer factors have no significant direct influence on the purchase intention,and the outcome expectation has a direct influence on the purchase intention,but the risk control cognition and outcome expectation can indirectly influence the purchase intention through the transaction trust;Among environmental factors,housing property attributes have no significant influence on purchase intention and transaction trust.Landlord property and platform property can not only directly have a positive impact on purchase intention,but also indirectly affect purchase intention through transaction trust.Based on the empirical analysis results,this paper puts forward the following suggestions from the aspects of consumer factors,landlords,platforms and government:strengthen the platform construction and provide diversified services to strengthen consumers’ sense of selfefficacy;In the process of home-stay industry development,we should pay attention to the needs of users and improve the outcome expectations of consumers.Increase consumers’awareness of risk control through publicity;In terms of platform,it is necessary to improve the information quality of home-stay products,strengthen the audit,enhance the professional ability of customer service,and improve the service satisfaction;Landlords should improve their ability to enhance consumers’ image perception of landlords;The government should play its role of guidance and supervision.