四川师范大学硕士学位论文
一方面，本文的研究结果丰富了共享经济背景下心理所有权理论的应用；另
一方面，研究结果可以为民宿相关从业者提供具体的实践指导，有利于打造良好
的主客关系，推动整个民宿行业的向好发展。
关键词：民宿心理所有权再惠顾意愿顾客公民行为
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四川师范大学硕士学位论文
How to Make Homestay a Distant Home?
——Research Based on Psychological Ownership
Bussiness Management Major
Graduate Candidate: Li Yuanfang
Academic Advisor: Lu Dong
ABSTRACT
As an emerging form of accommodation under the background of
the sharing economy,homestays are increasingly becomingthe first choice for
consumers to travel and live due to their unique living experience; however, one of the
typical features of the sharing economy is the sharing of rights based on the provision of
temporary use. The right to replace the permanent ownership of an object, this kind of
temporary occupation of non-ownership hinders the emotional connection between
consumers and the object, and even produces unethical behavior in accommodation
consumption. Psychological ownership is a state in which individuals feel that a target
or a part of the target is "their". After individuals have psychological ownership of the
target, they will produce protective and responsible behaviors, which provides solutions
and approaches for solving unethical behaviors in homestay consumption.
This paper focuses on the consumption field of homestays under the background of
the sharing economy. First, based on the generation path and results of psychological
ownership in the theory of psychological ownership, combined with the characteristics
of homestays, it proposes the influencing factors and effect models of psychological
ownership suitable for the homestay situation, and establishes the theoretical model of a
homestay’s psychological ownership, that is, autonomy, self-consistency, and service
interaction affectthe generationof psychological ownership,and psychological
ownership leads to the willingness to patronize again and customer citizenship behavior;
then a questionnaire survey is used to collect data and analyze the theoretical model. All
assumptions are preliminarily established. Further, the review content of 60 homestays
in six cities on the Tujia homestay platform is further crawled through the Internet, and
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ABSTRACT
the preprocessed comment texts are clustered by using the unsupervised learning-K-
means algorithm, and the specific construction measures of homestay psychological
ownership are obtained.
The results of the last two studies show that, first, in the context of homestays,
autonomy, self-consistency,andservice interactionpositivelyaffect homestay’s
psychological ownership, and homestay’s psychological ownership positively affects
willingnesstopatronizeagainandcustomercitizenshipbehavior.Secondly,
psychological ownership plays a mediating role among autonomy, self-consistency,
service interaction and willingness to patronize again, and customer citizenship behavior.
Finally, from the perspective of marketing practice, the six factors of homestay layout
arewarm,clean andtidy,completefacilities,environment,landlord’s warm
recommendation and considerate service, which contribute to the construction of
psychological ownership.
On the one hand, the research results of this paper enrich the application of
psychological ownership theory in the context of the sharing economy; on the other
hand, the research results can provide specific practical guidance for homestay-related
practitioners, which is conducive to building a good host-guest relationship and promote
the development of the entire homestay industry.
Key words: homestay; psychological ownership;willingness to patronize again;
customer citizenship behavior
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