共享经济
住宿
分割
市场细分
人口统计学的
业务
匹配(统计)
多样性(控制论)
营销
消费者行为
广告
计算机科学
人工智能
万维网
生物
统计
社会学
人口学
数学
神经科学
作者
Christoph Lutz,Gemma Newlands
标识
DOI:10.1016/j.jbusres.2018.03.019
摘要
The sharing economy is a global phenomenon with rapid growth potential. While research has begun to explore segmentation between users and non-users, only limited research has looked at consumer segmentation within sharing economy services. In this paper, we build on this research gap by investigating consumer segmentation within a single sharing economy platform: Airbnb. Utilizing a mixed methods approach, with both a quantitative survey and a qualitative content analysis of Airbnb listings, we compare two different types of accommodation offered on Airbnb: shared room and entire home. Our findings indicate that within a single platform, the variety between offerings can create distinct consumer segments based on both demographics and behavioral criteria. We also find that Airbnb hosts use marketing logic to target their listings towards specific consumer segments. However, there is not, in all cases, strong alignment between consumer segmentation and host targeting, leading to potentially reduced matching efficiency.
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