首页|基于用户抵制理论的共享住宿平台用户不持续使用意愿――一项混合方法研究

基于用户抵制理论的共享住宿平台用户不持续使用意愿――一项混合方法研究

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[目的/意义]共享住宿平台面临黏性不足甚至用户流失的问题,研究共享住宿平台用户不持续使用意愿对数字经济健康可持续发展具有理论和实践意义.[研究设计/方法]结合相关研究和用户抵制理论,运用验证-探索的顺序混合方法,探索共享住宿平台用户不持续使用意愿的影响因素及作用机制.[结论/发现]定量结果验证了不持续成本、不持续收益、感知不持续价值、感知威胁和社会影响对不持续使用意愿的作用机制,且感知不持续价值具有重要的中介作用.定性结果发现用户主要围绕平台方和房东方的负效用权衡感知不持续价值,平台负效用驱动型不持续和房东负效用驱动型不持续是用户不持续使用意愿的重要驱动模式.[创新/价值]基于用户抵制改变视角,采用混合方法研究为理解平台用户不持续使用意愿复杂形成机制提供了新的研究视角和思路.
Users'Discontinuance Intention in Sharing Accommodation Platforms Based on User Resistance Theory:A Mixed Method Study
[Purpose/Significance]Amidst challenges of diminishing user engagement and potential user attrition,understanding discontinuance intention has theoretical and practical significance for the healthy and sustainable development of sharing accommodation platforms.[Design/Methodology]Based on relevant literature and user resistance theory,this paper used confirmatory-exploratory sequential mixed method to explore the influencing factors and mechanism of users'discontinuance intention of sharing accommodation platforms.[Findings/Conclusion]The quantitative analysis results verify that the discontinuance cost,discontinuance benefit,perceived discontinuance value,perceived threat and social influence affect users'discontinuance intention,and the perceived discontinuance value plays an important mediating role.The qualitative analysis results show that users mainly weigh the perceived discontinuance value around the factors related to the disutility of platforms and hosts.Perceived platform disutility-driven discontinuance and perceived hosts disutility-driven discontinuance are main driving patterns of users'discontinuance intention.[Originality/Value]Based on perspective of user resistance to change,this paper adopts a mixed method and provides a new research perspective for understanding the complex mechanism of platform users'discontinuance intention.

Sharing accommodation platformUsers'discontinuance intentionUser resistance theoryMixed method

池毛毛、王俊晶、王伟军、胡善贵

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中国地质大学(武汉)经济管理学院,武汉,430078

华中师范大学青少年网络心理与行为教育部重点实验室,武汉,430079

宁波财经学院工商管理学院,宁波,315175

共享住宿平台 不持续使用意愿 用户抵制理论 混合方法

国家自然科学基金面上项目教育部人文社会科学研究规划基金项目National Natural Science Foundation of ChinaHumanities and Social Sciences Fund of Ministry of Education of China

7227213822YJA630009

2024

10.13366/j.dik.2024.04.134

图书情报知识
武汉大学

图书情报知识

CSTPCDCSSCICHSSCD北大核心
影响因子：1.649
ISSN：1003-2797
年,卷(期)：2024.41(4)