KaydedilenlerDerginizi ekleyin

Dergiler / Advances in Hospitality and Tourism Research (AHTR) / 2019 / Cilt: 7 - Sayı: 1

THE IMPACTS OF HOST PHOTOS ON CONSUMER PURCHASE PROBABILITY IN P2P SHORT-TERM RENTAL PLATFORM: MEDIATING EFFECT OF INITIAL TRUST

Hui WU
Jing CHEN
Muhittin CAVUSOGLU
Cihan COBANOGLU
Sayfa
137–158
Yayın Tarihi
2022-10-11
DOI
—
🏛️Bu makalenin bibliyografik verileri ve tam metin bağlantısı DergiPark üzerinden sağlanmıştır.
DergiPark Kaydı ↗
✨

Yapay Zeka Hızlı Bakış & Çıkarımlar

AI Insight
⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Results will provide some guidancefor the marketing management of sharing platformorganizations.

📌 3 Maddede Bu Makale

🎯
Amaç & Hipotez:In recent years, the shared housing rental platform(hereafter, the short-term rental platform), designed toserve the Peer-2-Peer (P2P) market, has flourished andreceived extensive attention from the business communityand academia.
📊
Temel Bulgular & Veri:However, few studies have focused on theeffect of hosts’ personal information on consumer purchasebehavior.
💡
Sonuç & Katkı:Results will provide some guidancefor the marketing management of sharing platformorganizations.
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Alan Parametreleri

Abstract

In recent years, the shared housing rental platform(hereafter, the short-term rental platform), designed toserve the Peer-2-Peer (P2P) market, has flourished andreceived extensive attention from the business communityand academia. However, few studies have focused on theeffect of hosts’ personal information on consumer purchasebehavior. This article selects the host’s photo as an entrypoint because of its important position in the site interfaceand builds a conceptual framework among host photo,reputation, initial trust, and consumer purchase probabilitybased on Face Processing Theory. Three-hundred valid,scenario-based questionnaires were used for hypothesestesting. Results show that photo-based social impression perception and reputation both help consumers form initialtrust, which ultimately affects consumer purchaseprobability； photo-based perceived social impression hasa greater impact on initial trust and purchase probabilitythan does reputation. Results will provide some guidancefor the marketing management of sharing platformorganizations.

🔖

Bu Makaleye Atıf Yap

WU, H., CHEN, J., CAVUSOGLU, M., COBANOGLU, C. (2022). THE IMPACTS OF HOST PHOTOS ON CONSUMER PURCHASE PROBABILITY IN P2P SHORT-TERM RENTAL PLATFORM: MEDIATING EFFECT OF INITIAL TRUST. Advances in Hospitality and Tourism Research (AHTR), Cilt: 7 - Sayı: 1, 137–158. https://ajindex.com/articles/429462

📄 Tam Metin PDF Okuyucu

📄

PDF görüntüleyici hazırlanıyor...

Kaynakça (10)

  1. Aimei, L., Wenquan, L., & Lianyu, L. (2009). The implicit facial attractiveness stereotype research in personnel interview circumstances. Psychological Science, 32(4), 970- 973. Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
  2. Bente, G., Baptist, O., & Leuschner, H. (2012). To buy or not to buy: Influence of host photos and reputation on buyer trust and purchase behavior. International Journal of Human-Computer Studies, 70(1), 1-13.
  3. Chang, Y., Xiao, W., Yan, J., Qiu, Y., & Fu, J. (2014). Influence of service quality on phase trust under C2C environment. Chinese Journal of Management, 11(8), 1215-1223.
  4. Cheung, M. F. Y., & To, W. M. (2017). The Influence of the propensity to trust on mobile users’ attitudes toward in-app advertisements: An extension of the theory of planned behavior. Computers in Human Behavior, 76, 102-111.
  5. Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-host relationships. Journal of Marketing, 61(2), 35-51.
  6. Ennew, C., Kharouf, H., &Sekhon, H. (2011). Trust in UK financial services: A longitudinal analysis. Journal of Financial Services Marketing, 16(1), 65-75.
  7. Ert, E., Fleischer, A., & Magen, N. (2016). Trust and reputation in the sharing economy: The role of personal photos in Airbnb. Tourism Management, 55, 62-73. Fagerstrøm, A., Pawar, S., Sigurdsson, V., Foxall, G. R., & Yani-de-Soriano, M. (2017). That personal profile image might jeopardize your rental opportunity! On the relative impact of the host’s facial expressions upon buying behavior on Airbnb. Computers in Human Behavior, 72, 123-131.
  8. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
  9. Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-commerce and the importance of social presence: Experiments in e-products and e-services. Omega, 32(6), 407- 424. Hayes, A. F., Slater, M. D., & Snyder, L. B. (2008). The sage sourcebook of advanced data analysis methods for communication research. London, UK: Sage. Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-51.
  10. Hayne, S. C., Wang, H., & Wang, L. (2015). Modeling reputation as a time-series: Evaluating the risk