基于扎根理论的共享住宿选择意愿影响因素及机理研究

doi:10.13959/j.issn.1003-2398.2021.02.022

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Abstract As an emerging business model, peer-to-peer accommodation developed with the rising of the sharing economy. Compared with traditional accommodation, the peer-to-peer accommodation has more advantages in price and can provide "home benefits", so it is favored by more and more consumers. However, there is still a lack of systematic research on the willingness of peer-to-peer accommodation adoption in Chinese culture and market situations. Therefore, this paper bases on the grounded theory method and uses the qualitative analysis software NVivo10 to analyze the original interview data, extracts the main factors and impact mechanism. The results suggest that the pull factors (product & service quality, social influence, platform capability and variety), and the push factors (authenticity, safety, economic benefit and personal knowledge) are preconditions for subjective psychological feelings (enjoyment, trust and perceived usefulness), and then subjective psychological feelings determine the consumer's willingness to consumption and recommendation of peer-to-peer accommodation. This study contributes to the literature by analyzing and uncovering the reasons that consumer choose peer-to-peer accommodation, and practical guidance for the marketing activities of peer-to-peer accommodation platforms.

Key words： peer-to-peer accommodation willingness to adopt grounded theory push-pull theory sharing economy

Received: 02 March 2020

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	LU Dong
	ZENG Xiao-qiao
	XU Guo-wei

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LU Dong,ZENG Xiao-qiao,XU Guo-wei. A QUALITATIVE RESEARCH ON CONSUMERS'S ADOPTION OF PEER-TO-PEER ACCOMMODATION BASED ON GROUNDED THEORY[J]. HUMAN GEOGRAPHY, 2021, 36(2): 184-192.

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http://rwdl.xisu.edu.cn/EN/10.13959/j.issn.1003-2398.2021.02.022 OR http://rwdl.xisu.edu.cn/EN/Y2021/V36/I2/184

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