摘要
明晰顾客消极情感体验有助于守住共享住宿经营底线,了解积极情感体验则能够掌握其差异化竞争关键,但当前研究仍难以洞悉顾客二元情感体验的成因过程及异质性。因此,文章基于共享住宿在线评论大数据,使用深度学习技术和扎根理论方法探究顾客二元情感体验的成因机理。结果表明,积极与消极情感体验形成过程中存在共性与异质性成因。(1)共性成因:住宿环境、主客互动、基础服务和预订信息是激发顾客二元情感体验的外界刺激,而价格价值则是重要过渡因素。(2)异质性刺激:增值服务和客客互动是顾客积极情感体验形成的关键刺激因素,而经营规范和平台运营等问题则会激发消极情感体验。(3)异质性中介:享乐价值和心理依恋是积极情感体验产生的关键过渡因素,而性能价值和心理距离则是消极情感体验形成的中介因素。该研究从二元情感视角揭示了共享住宿不同情感体验的形成机理,也为管理者夯实共享住宿经营底线并发挥差异化竞争优势提供参考。
A clear understanding of customers'negative emotional experience is helpful to keep the bottom line of the shared accommodation business,and understanding the positive emotional experience can allow one to grasp the key to its differentiated competition.However,it is still difficult to understand the causal processes of customers'binary emotional experiences in the current research.Therefore,this study used Python to collect 76073 valid online reviews of shared accommodations and introduced deep learning technology to analyze the emotional experience tendency(positive or negative)of shared accommodation customers based on these reviews.Then,this study extracted the influencing factors of customers'binary emotional experiences,constructed their causative mechanism by the grounded theory method,and explored the commonalities and differences of the causes of binary emotional experience.The results show that there are common and heterogeneous causes in the formation of shared accommodation customers'positive and negative emotional experiences.(1)Common factors:As a doubleedged sword affecting shared accommodation customers'emotional experience,accommodation environment,host-guest interaction,basic services and booking information are the core external stimuli that trigger binary emotional experiences,while price value is an important transition factor.(2)Heterogeneous factors:Value-added services and guest-guest interaction are the key external stimulus factors for the formation of customers'positive emotional experience,which are the key to the differentiation in the competition of shared accommodation.These are high-order elements of shared accommodation customers'unexpected but reasonable needs,and their absence may not affect negative emotional experiences.Moreover,business norms and platform operation may not stimulate a positive emotional experience,as they are essential attributes of shared accommodations,and these attributes can only meet the basic needs of customers.However,their failure to meet the standard
作者
李蕊
李勇泉
阮文奇
张舒宁
王美钰
LI Rui;LI Yongquan;RUAN Wenqi;ZHANG Shuning;WANG Meiyu(Department of Tourism,Huaqiao University,Quanzhou 362021,China)
出处
《旅游学刊》
CSSCI
北大核心
2023年第8期94-109,共16页
Tourism Tribune
基金
国家自然科学基金项目“旅游危机信息扩散下客源地公众情感响应的时空规律、过程机制与调适路径”(42201237)
福建省社会科学基金重点项目“旅游业赋能福建优秀传统文化创造性转化的逻辑、机制与路径研究”(FJ2023MGCA016)共同资助~~。
关键词
共享住宿
情感体验
影响因素
二元情感
成因机理
shared accommodation
emotional experience
influencing factors
binary emotions
causative mechanism
