The influence of personal motivation and environmental stimuli on customer participation and engagement behavior: the mediating role of experience evaluation

Abstract

Purpose

This paper aims to help hosts or service providers of sharing economy-based accommodation (SEA) to attract new customers and retain existing customers by exploring the antecedents and outcomes of customers’ participation intention.

Design/methodology/approach

A questionnaire-based empirical study was conducted to explore the proposed relationships in SEA. Partial least squares modeling with SmartPLS was used to estimate the model and interpret the results.

Findings

The study shows that personal factors (utilitarian and hedonic motivation) positively influence customers’ participation intention. The relationship between environmental stimuli (perceived information fit-to-task and perceived visual appeal) and participation intention is negatively moderated by hedonic motivation. Furthermore, the results suggest a positive effect of participation intention on customer engagement behavior and the partial mediating role of experience evaluation.

Practical implications

This paper provides industry practitioners of SEA with valuable insights on attracting new customers and retaining regular customers. First, they can distinguish customers in terms of motivation and provide information based on their requirements. Second, they can encourage customers to evaluate their experience and provide feedback, which would help in promoting the accommodation and service and building a long-term and harmonious relationship with the customers.

Originality/value

This study first investigates the interaction effect of personal motivation and environmental stimuli on participation intention in SEA. It further examines the influence of participation intention on customer engagement behavior and the mediating role of experience evaluation.

研究目的

本论文旨在帮助SEA(共享经济住宿)的民宿老板或服务提供者, 通过探索顾客参与和契合的影响因子和反应变量, 来吸引新顾客以及保留老顾客。

研究设计/方法/途径

本论文采用问卷形式实际调研, 探索SEA中的各种假设关系。本论文采用SmartPLS软件, 使用PLS分析法来检验模型以及展示分析结果。

研究结果

本论文结果表明, 个人因素（功利与享乐需求）正向影响顾客参与。环境因素（感知信息适合和感知视觉吸引）与参与意愿之间被享乐需求负向调节。此外, 结果还表明参与意愿对于顾客契合行为有着正向作用, 以及体验评价的部分中介效应。

研究实践启示

本论文为SEA企业从业人员提供如何吸引新顾客以及留住老顾客的宝贵见解。首先, 顾客根据需求和基于他们的需求所提供的信息可进行区分。第二, 企业主应该鼓励顾客评价他们的体验和提供反馈, 从而帮助提高住宿服务以及建立与顾客长期和谐的关系。

研究原创性/价值

本论文首先调研了个人需求和环境刺激对SEA参与意愿的相互作用。其次, 本论文还检验了参与意愿对于顾客契合行为的作用, 以及体验评价的中介效应。

Citation

Guo, L., Hu, X., Wei, X. and Cai, X. (2020), "The influence of personal motivation and environmental stimuli on customer participation and engagement behavior: the mediating role of experience evaluation", Journal of Hospitality and Tourism Technology, Vol. 11 No. 4, pp. 643-666. https://doi.org/10.1108/JHTT-02-2020-0043