现代市场营销

Vol.6 No.1 (February 2016)

Airbnb爆炸性发展的案例分析—基于用户感知风险视角
A Case Study of the Explosive Development of Airbnb—From the Perspective of Users’ Perceived Risk

 

作者:

杨 宁 , 徐 勇 :中山大学管理学院市场营销系,广东 广州

 

关键词:

协作消费感知风险AirbnbCollaborative Consumption Perceived Risk Airbnb

 

摘要:

本文通过分析协作消费理念所支撑的标杆企业Airbnb如何降低房东与租客的感知风险,为同类型初创企业提供管理启示。本文通过截取Airbnb线上预订房间数的爆炸式指数增长期(2010年~2012年)的相关新闻信息,得出Airbnb主要举措包括设立保证金、24小时服务热线、提供免费上门摄影服务和为租客提供更详尽的社区信息等。通过编号分类,并与消费者网络消费感知风险6个维度一一对应分析,发现Airbnb在2010年~2012年主要降低了房东与租客感知到的财务风险和时间风险、租客感知到的功能风险。而降低身体风险、社会风险、心理风险的举措不明显。

Through analyzing how Airbnb lowered users’ perceived risk, this study aims to provide man-agement inspiration for startup companies in the field of collaborative consumption. Based on ex-tracting news and information of the company during an explosive growth of online booking number (2010-2012), it is concluded that the main measures of Airbnb were setting up insurance, 24-hour service hotline, providing free door-to-door photography service and sending the tenant detailed information from the community, etc. Numbered and classified, the news and information are put into a one-to-one correspondence analysis with 6 dimensions of consumer’s perceived risk. The result shows that Airbnb mainly reduced the landlord and tenant’s financial risk and time risk, as well as the tenant’s performance risk from 2010 to 2012. However, there are no obvious or mass measures on lowering physical risk, social risk or psychological risk were taken.

文章引用:

杨 宁 , 徐 勇 (2016) Airbnb爆炸性发展的案例分析—基于用户感知风险视角。 现代市场营销, 6, 1-10. doi: 10.12677/MOM.2016.61001

 

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