A Study On The Behavior And Willingness Of Internet Rent

As urbanization continues,the economy has grown significantly and a large number of people have moved into the cities,gaining access to relatively more jobs and higher salaries and improving their living standards.Therefore,the 20 th Party Congress report once again emphasizes the positioning that houses are for living and not for speculation,and stresses the need to firmly establish housing as a basic need of people’s lives,continue to promote the implementation of the "equal rights to rent and purchase" policy,and accelerate the promotion of a diversified housing system to meet the housing needs of the people.Therefore,it is necessary to vigorously cultivate and develop China’s housing rental market and focus on solving the housing problems of residents.As China is now in the stage of rapid development of the Internet,relying on Internet technology and closely integrating with the housing rental market to open up the Internet rental market will become an important means to promote the healthy and sustainable development of the housing rental market.Based on this,this paper poses the following research questions: What is the willingness to rely on the Internet to rent housing? What are the factors influencing the willingness to rent on the Internet? How can the willingness to rent on the Internet be improved?On the basis of combing relevant literature at home and abroad,this paper compares the housing rental market,willingness to rent housing and Internet consumer behaviour research,constructs a theoretical analysis framework containing seven variables of expectation confirmation degree,perceived usefulness,perceived convenience,perceived risk,satisfaction,subjective norms and willingness to rent housing behaviour on the Internet,designs a measurement scale for willingness to rent housing behaviour on the Internet,and through The questionnaire data were collected from 516 respondents in Taiyuan.In terms of research idea,this paper follows the logic of "model construction-research hypothesis-empirical analysis-reason analysis-countermeasure proposal",firstly,constructing a research model of the willingness to rent houses on the Internet and putting forward the research hypothesis.Finally,based on the results of the empirical analysis,we propose countermeasures to improve the willingness of Internet rental behavior.The results of the empirical analysis show that:(1)the current willingness to rent a room on the Internet is relatively strong,which indicates that the level of factors of willingness to rent a room on the Internet should continue to be improved.(2)Firstly,expectation confirmation can directly influence satisfaction,and can also indirectly influence satisfaction through perceived usefulness,which in turn has an impact on the willingness to engage in Internet rental behaviour;secondly,perceived convenience can directly influence the willingness to engage in Internet rental behaviour,and can also indirectly influence the willingness to engage in Internet rental behaviour through perceived usefulness and satisfaction;finally,perceived risk and subjective norms all have a direct impact on the willingness to engage in Internet rental behaviour.Finally,perceived risks and subjective norms have a direct impact on willingness to rent on the Internet.(3)Based on the findings of the empirical study,the following countermeasures are proposed to enhance the willingness to act on internet rental housing: Providing personalized services,enhancing the degree of confirmation of tenants’ expectations,improving the perceived practicality of Internet rentals,enhancing tenant stickiness,improving the perceived convenience of Internet rentals,and improving the efficiency of rentals,enhanced platform monitoring,reduce the perceived risk perception,improve the perceived usefulness and convenience,enhance tenants’ satisfaction,increase publicity efforts,and attach importance to the group behaviour-driven effect.