在线短租App消费端功能需求的Kano模型分析——以Airbnb为例

Kano Model Analysis of Consumer Function Requirement of Online Short-Term Rent App—A Case Study of Airbnb

摘要: 伴随着共享经济与互联网的发展，在线短租以其多元化的住宿服务和创新性的商业模式备受关注。明确消费端用户的个性化功能需求、满足个性化消费是在线短租发展的关键要素之一。本文以在线短租的典型代表airbnb为例，从消费端功能出发，通过文献研究及访谈确定其App的已有功能与推荐功能，引入Kano模型进行属性识别，并在Better-Worse分类的基础上引入敏感度并筛选改进要素。结果显示，在21个已有功能中和4个推荐功能中，魅力因子居多，并主要集中在界面与房源筛选上；同时通过敏感度识别出10个改进要素。本文通过对功能的因子识别与分析，以期为airbnb及其他在线短租平台的App功能优化提供参考。

Abstract: Due to the new era that sharing economy and the Internet have opened, online short-term rental has recently flourished with its diversified accommodation services and innovative business models. How to define the user’s functional requirements and satisfy personalized consumption is one of the key elements of online short-term rental development. Specifically, we take the typical representative airbnb of online short-term rent as an example. From the perspective of consumer, the existing functions and recommended functions of the App are determined through literature research and interviews. Attribute recognition is identified by Kano model. On the basis of Better-Worse classification, the sensitivity is introduced and the improved elements are screened and sorted. The results show that among the 21 existing and 4 recommended functions, most of the attractive functions are concentrated on the interface and housing screening. In addition, 10 improved factors are sorted through sensitivity, which provides a reference for the function optimization of airbnb and other online short-term rental platforms.