Knowledge Management Research (지식경영연구)

The Knowledge Management Society of Korea (한국지식경영학회)
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Impact of Self-Presentation Text of Airbnb Hosts on Listing Performance by Facility Type

Airbnb 숙소 유형에 따른 호스트의 자기소개 텍스트가 공유성과에 미치는 영향

  • Received : 2020.10.24
  • Accepted : 2020.11.29
  • Published : 2020.12.31
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Abstract

In accommodation sharing economy, customers take a risk of uncertainty about product quality, which is an important factor affecting users' satisfaction. This risk can be lowered by the information disclosed by the facility provider. Self-presentation of the hosts can make a positive effect on listing performance by eliminating psychological distance through emotional interaction with users. This paper analyzed the self-presentation text provided by Airbnb hosts and found key aspects in the text. In order to extract the aspects from the text, host descriptions were separated into sentences and applied the Attention-Based Aspect Extraction method, an unsupervised neural attention model. Then, we investigated the relationship between aspects in the host description and the listing performance via linear regression models. In order to compare their impact between the three facility types(Entire home/apt, Private rooms, and Shared rooms), the interaction effects between the facility types and the aspect summaries were included in the model. We found that specific aspects had positive effects on the performance for each facility type, and provided implication on the marketing strategy to maximize the performance of the shared economy.

최근 빠르게 성장하고 있는 숙박 공유경제 시장에서 품질에 대한 불확실성은 사용자의 만족도에 영향을 미치는 위험요소지만, 이는 시설 제공자가 공개하는 정보를 통해 완화될 수 있다. 그 중 시설 제공자의 본인에 대한 자기소개는 사용자와의 정서적 교류를 통해 심리적 거리를 제거함으로써 공유 성과에 긍정적 영향을 미친다. 본 연구는 대표적인 숙박공유경제 플랫폼인 Airbnb에서 호스트의 자기소개가 포함하는 정보의 종류에 따라 공유성과에 미치는 영향을 분석하고, Airbnb의 숙소 유형에 따라 차이를 분석하였다. 이를 위해 호스트가 공개하는 자기소개 텍스트를 문장별로 분리하고 비지도 학습기반의 딥러닝 방법인 Attention-Based Aspect Extraction 방법을 활용하여 각 문장이 포함하는 의미를 추출하였다. 추출된 의미를 토대로 자기소개 텍스트가 포함하는 의미가 공유성과에 미치는 영향과 숙소 유형에 따른 교호작용 효과를 분석하였다. 연구결과, 숙소 유형별로 호스트의 특정 성향이 공유성과에 긍정적인 영향을 미치는 것을 확인하였고, 이를 통해 숙소 유형에 따라 공유성과를 극대화하기 위한 마케팅 전략에 대한 실증적인 함의를 제공한다.

Keywords

Acknowledgement

이 논문은 한국연구재단 연구비(NRF-2016R1C1B1010940)와 산림청(한국임업진흥원) 산림과학기술 연구개발사업(2019150B10-1923-0301)에 의해 수행되었다

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