消费者共享住宿感知风险研究OA

Shared accommodation has undergone significant expansion over the past decade.However,in recent years,people's per-ceived risks of shared accommodation have increased,exacerbated by the recurring impacts of the COVID-19 pandemic,leading to a decline in transaction volume year by year.How to revitalize the shared accommodation market and regain consumer confidence has be-come an urgent issue for the industry to address.Leveraging data obtained from a rigorous questionnaire survey involving 321 partici-pants and employing structural equation modeling for validation,this paper conducted research on the perceived risks of consumers in shared accommodation,utilizing the theory of perceived risks,combined with shared accommodation research literature and industry practices,to identify the main risk dimensions and construct a model of consumer perceived risks.The results showed that:①Consum-ers mainly perceived financial,functional,physical and social risks in shared accommodation.②Platform capabilities contributed to the reduction of perceived financial,functional,and physical risks;Social impact reduced perceived functional,physical and social risk;But personalization increased the risk of perceived function;Online comments reinforced perceived functional and physical risk but reduced perceived social risk.③Among the four perceived risk dimensions,perceived financial,functional and social risks had a direct negative impact on the intention to use shared accommodation,while the perceived physical risk increased the functional risk and indirectly af-fected the intention to use shared accommodation.