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本书以最具代表性的民宿共享平台Airbnb作为研究对象，探索其在线设计对平台参与用户在线行为的影响。本书主要采用理论分析和实证研究相结合的研究方法。在理论分析方面，本书对以往的文献进行了回顾和梳理。一方面，对共享经济、P2P平台、双边平台以及民宿共享平台的相关研究进行了回顾和总结，并明确了其与传统的在线平台如酒店平台的差异性。另一方面，对用户在线行为的相关理论和文献进行了总结，基于民宿共享平台的特殊性，将以往研究用户在线行为的理论和概念模型拓展至民宿共享平台这一特殊的研究背景中，进而分析民宿共享平台市场策略设计对用户在线行为的影响机制，为本书所有章节的研究提供了理论基础。
实证分析方法方面，本书对实证方法的应用包括数据的采集、清洗、处理、分析等。涉及管理学、经济学、计算机科学、心理学、计量经济学等多个学科和领域。数据采集和清洗方面，本书主要使用了全球最大的民宿共享平台Airbnb中的多份数据。同时，基于R软件有关文本分析的包对所有文本数据进行了清洗以及文本指标的计算。在数据分析方面，本书主要通过构建计量经济学模型进行数据分析。首先通过不同领域如管理学、经济学、心理学等学科相关理论进行理论模型的构建，然后选择恰当的计量经济模型进行数据分析工作。由于研究问题的复杂性，本书使用了多种计量经济模型及方法，包括负二项回归模型、Tobit 回归模型、面板数据线性回归模型、匹配模型以及生存分析模型等。
本研究将按照图1-5所示的技术路线开展。
首先对本书相关的文献资料进行整理和归纳，提出本书的研究问题，即民宿共享在线平台市场策略设计对用户在线行为的影响。本书依据平台市场策略设计用途，将研究问题分解为四个小的研究问题：游戏化设计对房东的激励影响、交易匹配设计对交易效率影响、声誉设计对房客评论发布行为的影响、声誉设计对房东平台使用决策的影响。前两个问题所涉及的平台市场策略设计用途为增加平台交易数量，而后两个问题所涉及的平台设计用途为增加交易的可信性。
然后，对Airbnb网页数据进行数据在线抓取，且对评论的文本数据进行文本清洗和文本指标计算。根据不同的研究问题，以经济学、心理学、社会学、管理学等学科相关理论为理论基础，提出相应的研究假设。最后根据不同的数据结构构建计量经济学模型，得到实证结果对理论假设进行验证。
图1-5 本书技术路线图
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