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

doi:https://doi.org/10.30519/ahtr.453268

Makale detayları

The Impacts of Host Photos on Consumer Purchase Probability in P2P Short-Term Rental Platform: Mediating Effect of Initial Trust

Yazarlar:

Hui WU | Jing CHEN | Muhittin CAVUSOGLU | Cihan COBANOGLU

Yayıncı:

Akdeniz University

Ana Başlıklar:

Kamu mallarının idaresi

Dergi:

Advances in Hospitality and Tourism Research (AHTR) 2019 Vol.7 Issue 1, pp.137-158

Belge Tipi:

Makale

Yayın Tarihi:

5/2019

Belge Dili:

İngilizce

Document ID (Org No.):

2000447349

Sıklık:

Üç Aylık

eISSN:

2148-7316

pISSN:

2147-9100

DOI:

https://doi.org/10.30519/ahtr.453268

Özet:

 


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；
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.

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Makale detayları

The Impacts of Host Photos on Consumer Purchase Probability in P2P Short-Term Rental Platform: Mediating Effect of Initial Trust

Yazarlar: Hui WU | Jing CHEN | Muhittin CAVUSOGLU | Cihan COBANOGLU

Yayıncı: Akdeniz University

Ana Başlıklar: Kamu mallarının idaresi

Dergi: Advances in Hospitality and Tourism Research (AHTR) 2019 Vol.7 Issue 1, pp.137-158

Belge Tipi: Makale

Yayın Tarihi: 5/2019

Belge Dili: İngilizce

Document ID (Org No.): 2000447349

Sıklık: Üç Aylık

eISSN: 2148-7316

pISSN: 2147-9100

DOI: https://doi.org/10.30519/ahtr.453268

Sayı

Yazarlar:

Hui WU | Jing CHEN | Muhittin CAVUSOGLU | Cihan COBANOGLU

Yayıncı:

Akdeniz University

Ana Başlıklar:

Kamu mallarının idaresi

Dergi:

Advances in Hospitality and Tourism Research (AHTR) 2019 Vol.7 Issue 1, pp.137-158

Belge Tipi:

Makale

Yayın Tarihi:

5/2019

Belge Dili:

İngilizce

Document ID (Org No.):

2000447349

Sıklık:

Üç Aylık

eISSN:

2148-7316

pISSN:

2147-9100

DOI:

https://doi.org/10.30519/ahtr.453268