How Electronic Word of Mouth Matters in Peer-to-Peer Accommodation: The Role of Price and Responsiveness

IF 4.2 3区管理学 Q2 BUSINESS

International Journal of Electronic Commerce Pub Date : 2022-04-03 DOI:10.1080/10864415.2022.2050581

Fuzhen Liu, K. Lai, Jiang Wu, X. Luo

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引用次数: 7

Abstract

ABSTRACT Under information asymmetry, electronic word of mouth (eWOM) is crucial to understanding customer experience in peer-to-peer (P2P) accommodation. However, the topics of what dimensions are included in eWOM and how these dimensions determine sales performance from a contingency perspective remain starkly underinvestigated. Drawing upon trust transfer theory and signaling theory, we identify two eWOM dimensions (i.e., listing-based eWOM and host-based eWOM) and examine their interactions with price and responsiveness on sales performance. Using objective data from Xiaozhu.com, a leading accommodation-sharing platform in China, we apply machine learning algorithms and economic analysis to illustrate customer behavior. Our results indicate that the valence of listing-based eWOM and that of host-based eWOM are positively associated with sales performance. Compared with listing-based eWOM, host-based eWOM exerts a more decisive influence on sales performance. Notably, the relationship between the valence of listing-based eWOM (host-based eWOM) and sales performance is weakened (strengthened) by listing price (host’s responsiveness). These findings provide helpful managerial insights for service strategies and policy actions to improve the accommodation-sharing economy.

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电子口碑在点对点住宿中的作用:价格和响应的作用

在信息不对称的情况下，电子口碑(eWOM)对于理解点对点(P2P)住宿中的客户体验至关重要。然而，关于eom中包含哪些维度以及这些维度如何从偶然性的角度决定销售业绩的主题仍然没有得到充分的研究。利用信任转移理论和信号理论，我们确定了两个eWOM维度(即基于上市的eWOM和基于主机的eWOM)，并研究了它们与价格和对销售业绩的响应性的相互作用。我们使用来自中国领先的住宿共享平台“小猪网”的客观数据，应用机器学习算法和经济分析来说明客户行为。我们的研究结果表明，基于挂牌型和基于主机型的eom的效价与销售绩效呈正相关。与基于挂牌的eom相比，基于主机的eom对销售业绩的影响更为决定性。值得注意的是，标价(房东响应性)弱化(强化)了标价型电子商务(主机型电子商务)与销售绩效之间的关系。这些发现为改善住宿共享经济的服务战略和政策行动提供了有益的管理见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Commerce 工程技术-计算机：软件工程

CiteScore

7.20

自引率

16.00%

发文量

审稿时长

>12 weeks

期刊介绍： The International Journal of Electronic Commerce is the leading refereed quarterly devoted to advancing the understanding and practice of electronic commerce. It serves the needs of researchers as well as practitioners and executives involved in electronic commerce. The Journal aims to offer an integrated view of the field by presenting approaches of multiple disciplines. Electronic commerce is the sharing of business information, maintaining business relationships, and conducting business transactions by digital means over telecommunications networks. The Journal accepts empirical and interpretive submissions that make a significant novel contribution to this field.