【作者】 王静；

【导师】 谷慧敏；

【作者基本信息】 北京第二外国语学院 ， 饭店管理， 2019， 硕士

【副题名】社会距离的中介作用

【摘要】 共享经济正在迅速发展,特别是在旅游服务方面,其中共享住宿是共享经济的重要组成部分,在满足人们个性化的住宿需求中起着越来越重要的作用。目前学术界对于共享住宿的研究,大多从宏观视角对共享经济的内涵、商业模式进行梳理,选取行业案例进行理论研究,且多是基于服务接收者——消费者的角度,鲜有基于服务提供者(民宿房东)角度展开,本文从供给角度、根据风险决策的双加工模型和信息加工心理学,考察了分享住宿领域房东的客观态度(风险态度)和主观情绪(幸福感)对其未来分享行为的影响,以及社会认知(社会距离)的中介作用。风险决策的双加工模型(dual-process model)认为,决策可以分为分析加工(analytic processing)和启发加工(heuristic processing)两种信息加工模式,其中,分析加工模式建立在审慎的、系统的推理基础上,而启发模式建立在启发和情感基础上。房东参与分享住宿是一个风险决策过程,在此过程中,客观的风险态度可能影响分析加工过程,主观的情绪体验可能作用于启发加工过程,二者共同影响未来的住宿共享决策行为。此外,根据信息加工心理学的理论,外部刺激要通过内部的认知过程影响行为的产生。社会距离(social distance)是心理距离的一种,被认为是一种重要的社会认知过程,房东的风险态度和主观幸福感在某种程度上决定了房东的社会认知过程,进而影响未来的共享行为。本文将房东参与分享住宿行为看作是一种风险决策行为,通过问卷调查方法收集312份有效样本对其研究,利用SPSS20.0及Amos软件进行探索性因子分析、验证性因子分析及回归分析。研究结果表明,房东风险态度与幸福感分别对其未来分享行为有显著正向影响;风险态度对社会距离有显著负向影响;社会距离对房东未来分享行为有显著负向影响,且分别在风险态度与未来分享行为关系、幸福感与未来分享行为关系间起中介作用。本研究从风险行为决策的角度对理解共享住宿供给者(房东)的共享意愿并促进其未来共享行为具有重要的理论和现实意义。本文丰富了现有的共享经济三大主体中对共享经济提供者参与意愿的研究成果;对共享经济背景下风险决策的双加工模型进行了有利补充;为理解房东的共享行为提供了新颖的框架;此外,本文就以上结论从平台层面及政府层面提出相关对策建议。更多还原

【Abstract】 Sharing economy develops rapidly,especially in tourism industry,in which sharing accommodation is an important part,and plays an increasingly important role in satisfying people’ individualized accommodation needs.At present,the academic research on sharing accommodation mostly comb the connotation of sharing economy and the business model from the macro perspective,and select the industry cases to carry on the theoretical research.Most of those are based on the service receiver-consumer angle,and few are based on the online short rental landlord,the service provider.From the supply perspective,according to the risk decision model of double processing and information processing psychology,this paper analyses the effects of the landlord’s objective attitude(risk attitude)and subjective emotion(happiness)on the future sharing behavior and the intermediary role of social cognition(social distance)was investigated.According to the dual-process model of risk decision-making,the decision-making can be divided into two kinds of information processing modes: analytic processing and heuristic processing.Among them,the analytical processing model is based on prudent and systematic reasoning.The model of inspiration is based on inspiration and emotion.Landlord’s participation in shared accommodation is a risk decision-making process.In this process,objective risk attitude may affect the analysis and processing process,and subjective emotional experience may play an important role in enlightening the processing process.Both together affect future accommodation sharing decision-making behavior.In addition,according to the theory of information processing psychology,external stimuli influence behavior through internal cognitive process.Social distance is a kind of psychological distance,which is considered to be an important social cognitive process.The landlord’s risk attitude and subjective well-being determine the social cognitive process to some extent,and then affect the sharing behavior in the future.This is the first paper which regards the participation of landlords as a kind of risk decision making behavior,and collects 312 valid samples to study by questionnaire survey.Exploratory factor analysis,confirmatory factor analysis and hierarchical regression were carried out in SPSS20.0 and Amos software.The results revealed that the host’s risk attitude and well-being were positively related to sharing behavior respectively,and there was difference between different kind of host’s well-being to the sharing behavior’s influence: the influence of the part-time host’s well-being to the sharing behavior was higher than full-time host’s;risk attitude was negatively related to social distance;social distance was negatively related to sharing behavior,and played a mediating role in the relationship between risk attitude and sharing behavior and the relationship between well-being and sharing behavior respectively.This study is of great theoretical and practical significance in understanding the sharing willingness of sharing accommodation providers(landlords)and promoting their future sharing behaviors from the perspective of risk behavior decision.This paper enriches the existing research results on the willingness of providers who are one of the three mainbodies of the sharing economy to participate in the sharing economy,and makes a favorable supplement to the dual-processing model of risk decision-making in the context of the sharing economy.It provides a novel framework for understanding the landlord’s sharing behavior.Based on the conclusions.this paper puts forward some countermeasures and suggestions for the platform and the government.更多还原