TY - JOUR
T1 - The impacts of host photos on consumer purchase probability in P2P short-term rental platform
T2 - Mediating effect of initial trust
AU - Wu, Hui
AU - Chen, Jing
AU - Cavusoglu, Muhittin
AU - Cobanoglu, Cihan
N1 - Publisher Copyright:
© 2019 Akdeniz University Publishing House. All rights reserved.
PY - 2019
Y1 - 2019
N2 - In recent years, the shared housing rental platform (hereafter, the short-term rental platform), designed to serve the Peer-2-Peer (P2P) market, has flourished and received extensive attention from the business community and academia. However, few studies have focused on the effect of hosts' personal information on consumer purchase behavior. This article selects the host's photo as an entry point because of its important position in the site interface and builds a conceptual framework among host photo, reputation, initial trust, and consumer purchase probability based on Face Processing Theory. Three-hundred valid, scenario-based questionnaires were used for hypotheses testing. Results show that photo-based social impression perception and reputation both help consumers form initial trust, which ultimately affects consumer purchase probability G photo-based perceived social impression has a greater impact on initial trust and purchase probability than does reputation. Results will provide some guidance for the marketing management of sharing platform organizations.
AB - In recent years, the shared housing rental platform (hereafter, the short-term rental platform), designed to serve the Peer-2-Peer (P2P) market, has flourished and received extensive attention from the business community and academia. However, few studies have focused on the effect of hosts' personal information on consumer purchase behavior. This article selects the host's photo as an entry point because of its important position in the site interface and builds a conceptual framework among host photo, reputation, initial trust, and consumer purchase probability based on Face Processing Theory. Three-hundred valid, scenario-based questionnaires were used for hypotheses testing. Results show that photo-based social impression perception and reputation both help consumers form initial trust, which ultimately affects consumer purchase probability G photo-based perceived social impression has a greater impact on initial trust and purchase probability than does reputation. Results will provide some guidance for the marketing management of sharing platform organizations.
KW - Reputation perceived social impression sharing economy face processing theory photo-based social impression
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U2 - 10.30519/ahtr.453268
DO - 10.30519/ahtr.453268
M3 - Article
AN - SCOPUS:85068907530
SN - 2147-9100
VL - 7
SP - 137
EP - 158
JO - Advances in Hospitality and Tourism Research
JF - Advances in Hospitality and Tourism Research
IS - 1
ER -