在采用之前和之后的阶段,共享住宿的消费者异质性:来自中国上海旅行者的见解
Lei Qin1, Eddy S Fang2, Ivan Ka Wai Lai3
1Business School, North Minzu University, Yinchuan, China.
PloS one
|June 23, 2023
概括
共享住宿选择动机保持稳定,但旅行者的多样性在首次使用后增加. 随着旅行者获得共享住宿选择的经验,动机变得越来越多样化.
科学领域:
- 旅游管理 旅游管理
- 消费者行为 消费者行为
- 酒店研究 酒店研究
背景情况:
- 共享住宿是旅游业的一个重要市场发展.
- 了解旅行者选择共享住宿的动机至关重要.
- 关于旅行者的动机异质性的存在争论.
研究的目的:
- 为了比较不同采用阶段的旅行者动机细分.
- 调和对立的观点旅行者在共享住宿的异质性.
- 分析潜在用户与现有用户的动机.
主要方法:
- 对两个不同的样本进行了因子分析和聚类.
- 样本1:第一次旅行前的潜在用户 (n=420).
- 样本2:第一次旅行后的当前用户 (n=420).
主要成果:
- 选择动机因素在采用阶段是稳定的.
- 旅行者的动机异质性在第一次使用后显著增加.
- 不同的旅行者部分的数量从3个增长到6个.
结论:
- 旅行者对共享住宿的动机是动态的.
- 动机异质性在经验丰富的用户中更高.
- 采用阶段对旅行者的动机多样性产生重大影响.
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