Year 2019, Volume 7, Issue 1, Pages 137 - 158 2019-05-31

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

Hui Wu [1] , Jing Chen [2] , Muhittin Cavusoglu [3] , Cihan Cobanoglu [4]

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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.

reputation, perceived social impression, sharing economy, face processing theory, photo-based social impression
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Primary Language en
Subjects Hospitality Leisure Sport and Tourism
Journal Section Research Article
Authors

Orcid: 0000-0002-1189-6100
Author: Hui Wu (Primary Author)
Institution: Hunan University
Country: China


Orcid: 0000-0001-6937-7912
Author: Jing Chen
Institution: Hunan University
Country: China


Orcid: 0000-0003-2272-1004
Author: Muhittin Cavusoglu
Institution: University of South Florida
Country: United States


Orcid: 0000-0001-9556-6223
Author: Cihan Cobanoglu
Institution: University of South Florida Sarasota-Manatee
Country: United States


Bibtex @research article { ahtr453268, journal = {Advances in Hospitality and Tourism Research (AHTR)}, issn = {2147-9100}, eissn = {2148-7316}, address = {Akdeniz University}, year = {2019}, volume = {7}, pages = {137 - 158}, doi = {10.30519/ahtr.453268}, title = {The Impacts of Host Photos on Consumer Purchase Probability in P2P Short-Term Rental Platform: Mediating Effect of Initial Trust}, key = {cite}, author = {Wu, Hui and Chen, Jing and Cavusoglu, Muhittin and Cobanoglu, Cihan} }
APA Wu, H , Chen, J , Cavusoglu, M , Cobanoglu, C . (2019). 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), 7 (1), 137-158. DOI: 10.30519/ahtr.453268
MLA Wu, H , Chen, J , Cavusoglu, M , Cobanoglu, C . "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) 7 (2019): 137-158 <http://dergipark.org.tr/ahtr/issue/45580/453268>
Chicago Wu, H , Chen, J , Cavusoglu, M , Cobanoglu, C . "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) 7 (2019): 137-158
RIS TY - JOUR T1 - The Impacts of Host Photos on Consumer Purchase Probability in P2P Short-Term Rental Platform: Mediating Effect of Initial Trust AU - Hui Wu , Jing Chen , Muhittin Cavusoglu , Cihan Cobanoglu Y1 - 2019 PY - 2019 N1 - doi: 10.30519/ahtr.453268 DO - 10.30519/ahtr.453268 T2 - Advances in Hospitality and Tourism Research (AHTR) JF - Journal JO - JOR SP - 137 EP - 158 VL - 7 IS - 1 SN - 2147-9100-2148-7316 M3 - doi: 10.30519/ahtr.453268 UR - https://doi.org/10.30519/ahtr.453268 Y2 - 2019 ER -
EndNote %0 Advances in Hospitality and Tourism Research (AHTR) The Impacts of Host Photos on Consumer Purchase Probability in P2P Short-Term Rental Platform: Mediating Effect of Initial Trust %A Hui Wu , Jing Chen , Muhittin Cavusoglu , Cihan Cobanoglu %T The Impacts of Host Photos on Consumer Purchase Probability in P2P Short-Term Rental Platform: Mediating Effect of Initial Trust %D 2019 %J Advances in Hospitality and Tourism Research (AHTR) %P 2147-9100-2148-7316 %V 7 %N 1 %R doi: 10.30519/ahtr.453268 %U 10.30519/ahtr.453268
ISNAD Wu, Hui , Chen, Jing , Cavusoglu, Muhittin , Cobanoglu, Cihan . "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) 7 / 1 (May 2019): 137-158. https://doi.org/10.30519/ahtr.453268