Research Article
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Year 2019, Volume 7, Issue 1, 137 - 158, 31.05.2019
https://doi.org/10.30519/ahtr.453268

Abstract

References

  • Adams, R. B., & Kleck, R. E. (2003). Perceived gaze direction and the processing of facial displays of emotion. Psychological Science, 14(6), 644-647.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • Ennew, C., Kharouf, H., & Sekhon, H. (2011). Trust in UK financial services: A longitudinal analysis. Journal of Financial Services Marketing, 16(1), 65-75.
  • 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.
  • Farroni, T., Menon, E., & Johnson, M. H. (2006). Factors influencing newborns’ preference for faces with eye contact. Journal of Experimental Child Psychology, 95(4), 298-308.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
  • 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.
  • 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.
  • Hayne, S. C., Wang, H., & Wang, L. (2015). Modeling reputation as a time-series: Evaluating the risk of purchase decisions on eBay. Decision Sciences, 46(6), 1077-1107.
  • Hui, X., Saeedi, M., Shen, Z., & Sundaresan, N. (2016). Reputation and regulations: Evidence from eBay. Management Science, 62, 3604-3616.
  • Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (2000). Consumer trust in an internet store: A cross-cultural validation. Journal of Computer-Mediated Communication, 1(1-2), 45-71.
  • Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500-507.
  • Joo, J. (2015). Roles of the buyer’s trust in host in posted-price model of consumer to consumer e-commerce. Journal of Theoretical & Applied Electronic Commerce Research, 10(3), 30-44.
  • Lee, J. N., & Choi, B. (2011). Effects of initial and ongoing trust in IT outsourcing: A bilateral perspective. Information and Management, 48(2), 96-105.
  • Lewis, J. D., & Weigert, A. (1985). Trust as a social reality. Social Forces, 63(4), 967-985.
  • Lu, Y., & Zhou, T. (2005). An empirical analysis of factors influencing consumers’ initial trust under p2p environment. Nankai Business Review, 8(6), 96-101.
  • Lu, Y., Zhao, L., & Wang, B. (2010). From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers’ purchase intention. Electronic Commerce Research & Applications, 9(4), 346-360.
  • Ma, X., Hancock, J. T., Mingjie, K. L., & Naaman, M. (2017). Self-disclosure and perceived trustworthiness of Airbnb host profile. Proceedings of the 2017 ACM Conference on Computer Supported Cooperative Work and Social Computing. Portland, Oregon, USA, February 25 - March 01, 2017.
  • Marriott, H. R., & Williams, M. D. (2018). Exploring consumers perceived risk and trust for mobile shopping: A theoretical framework and empirical study. Journal of Retailing & Consumer Services, 42(1), 133-146.
  • McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a website: A trust building model. Journal of Strategic Information Systems, 11(3), 297-323.
  • Melnik, M. I., & Alm, J. (2005). Host reputation, information signals, and prices for heterogeneous coins on eBay. Southern Economic Journal, 72, 305-328.National Information Center (2018). China shared accommodation development report 2018. Retrieved from www.sic.gov.cn/index.htm
  • Nowlis, S. M., & Simonson, I. (1997). Attribute-task compatibility as a determinant of consumer preference reversals. Journal of Marketing Research, 34(2), 205-218.
  • Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). New York, NY: McGraw-Hill.
  • Olivola, C. Y., & Todorov, A. (2010). Elected in 100 milliseconds: Appearance-based trait inferences and voting. Journal of Nonverbal Behavior, 34(2), 83-110.
  • Olivola, C. Y., Eubanks, D. L., & Lovelace, J. B. (2014). The many (distinctive) faces of leadership: Inferring leadership domain from facial appearance. Leadership Quarterly, 25(5), 817-834.
  • Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-Qual: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
  • Podsakoff, P. M., MacKenzie. S. B., Lee. J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903.
  • Ridings, C. M., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. Journal of Strategic Information Systems, 11(3-4), 271-295.
  • Stirrat, M., & Perrett, D. I. (2010). Valid facial cues to cooperation and trust: Male facial width and trustworthiness. Psychological Science, 21(23), 349-354.
  • Stouthuysen, K., Teunis, I., Reusen, E., & Slabbinck, H. (2018). Initial trust and intentions to buy: The effect of vendor-specific guarantees, customer reviews and the role of online shopping experience. Electronic Commerce Research & Applications, 27, 23-38.
  • Todorov, A., Mandisodza, A. N., Goren, A., & Hall, C. C. (2005). Inferences of competence from faces predict election outcomes. Science, 308(5728), 1623-1626.
  • Todorov, A., Olivola, C. Y., Dotsch, R., & Mende-Siedlecki, P. (2015). Social attributions from faces: Determinants, consequences, accuracy, and functional significance. Annual Review of Psychology, 66(1), 519.
  • Wang, Z., Mao, H., Li, Y. J., & Liu, F. (2016). Smile big or not? Effects of smile intensity on perceptions of warmth and competence. Journal of Consumer Research, 43(5), 787-805.
  • Wen, Z., & Ye, B. (2014). Analyses of mediating effects: The development of methods and models. Advances in Psychological Science, 22(5), 731-745.
  • White, D., Sutherland, C. A. M., & Burton, A. L. (2017). Choosing face: The curse of self in profile image selection. Cognitive Research Principles & Implications, 2(1), 1-9.
  • Willis, J., & Todorov, A. (2010). Making up your mind after a 100ms exposure to a face. Psychological Science, 17(7), 592-598.
  • Wu, H., Xiao, T., & Zhou, L. (2017). Inverted “U” type influencing mechanism of user involvement on loyalty in tourism virtual community. Tourism Tribune, 32(2), 65-74.
  • Wu, W. Y., Huang, P. C., & Fu, C. S. (2011). The influence of an online auction’s product price and e-retailer reputation on consumers’ perception, attitude, and behavioral intention. Scandinavian Journal of Psychology, 52, 290-302.
  • Xie, K., & Mao, Z. (2017). The impacts of quality and quantity attributes of Airbnb hosts on listing performance. International Journal of Contemporary Hospitality Management, 29(3), 2240-2260.
  • Xu, F., Cai, W., Ma, F., & Wu D. (2013). Evaluation of face trustworthiness and its relationship with trust propensity. Studies of Psychology and Behavior, 1(4), 433-439.
  • Yang, X. (2014). The role of photographs in online peer-to-peer lending behavior. Social Behavior & Personality, 42(3), 445-452.
  • Zhao, H., Wang, X., & Zhou, B. (2015). Relationship among interaction, presence and consumer trust in B2C online shopping. Management Review, 27(2), 43-54.

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

Year 2019, Volume 7, Issue 1, 137 - 158, 31.05.2019
https://doi.org/10.30519/ahtr.453268

Abstract

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.

References

  • Adams, R. B., & Kleck, R. E. (2003). Perceived gaze direction and the processing of facial displays of emotion. Psychological Science, 14(6), 644-647.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • Ennew, C., Kharouf, H., & Sekhon, H. (2011). Trust in UK financial services: A longitudinal analysis. Journal of Financial Services Marketing, 16(1), 65-75.
  • 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.
  • Farroni, T., Menon, E., & Johnson, M. H. (2006). Factors influencing newborns’ preference for faces with eye contact. Journal of Experimental Child Psychology, 95(4), 298-308.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
  • 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.
  • 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.
  • Hayne, S. C., Wang, H., & Wang, L. (2015). Modeling reputation as a time-series: Evaluating the risk of purchase decisions on eBay. Decision Sciences, 46(6), 1077-1107.
  • Hui, X., Saeedi, M., Shen, Z., & Sundaresan, N. (2016). Reputation and regulations: Evidence from eBay. Management Science, 62, 3604-3616.
  • Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (2000). Consumer trust in an internet store: A cross-cultural validation. Journal of Computer-Mediated Communication, 1(1-2), 45-71.
  • Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500-507.
  • Joo, J. (2015). Roles of the buyer’s trust in host in posted-price model of consumer to consumer e-commerce. Journal of Theoretical & Applied Electronic Commerce Research, 10(3), 30-44.
  • Lee, J. N., & Choi, B. (2011). Effects of initial and ongoing trust in IT outsourcing: A bilateral perspective. Information and Management, 48(2), 96-105.
  • Lewis, J. D., & Weigert, A. (1985). Trust as a social reality. Social Forces, 63(4), 967-985.
  • Lu, Y., & Zhou, T. (2005). An empirical analysis of factors influencing consumers’ initial trust under p2p environment. Nankai Business Review, 8(6), 96-101.
  • Lu, Y., Zhao, L., & Wang, B. (2010). From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers’ purchase intention. Electronic Commerce Research & Applications, 9(4), 346-360.
  • Ma, X., Hancock, J. T., Mingjie, K. L., & Naaman, M. (2017). Self-disclosure and perceived trustworthiness of Airbnb host profile. Proceedings of the 2017 ACM Conference on Computer Supported Cooperative Work and Social Computing. Portland, Oregon, USA, February 25 - March 01, 2017.
  • Marriott, H. R., & Williams, M. D. (2018). Exploring consumers perceived risk and trust for mobile shopping: A theoretical framework and empirical study. Journal of Retailing & Consumer Services, 42(1), 133-146.
  • McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a website: A trust building model. Journal of Strategic Information Systems, 11(3), 297-323.
  • Melnik, M. I., & Alm, J. (2005). Host reputation, information signals, and prices for heterogeneous coins on eBay. Southern Economic Journal, 72, 305-328.National Information Center (2018). China shared accommodation development report 2018. Retrieved from www.sic.gov.cn/index.htm
  • Nowlis, S. M., & Simonson, I. (1997). Attribute-task compatibility as a determinant of consumer preference reversals. Journal of Marketing Research, 34(2), 205-218.
  • Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). New York, NY: McGraw-Hill.
  • Olivola, C. Y., & Todorov, A. (2010). Elected in 100 milliseconds: Appearance-based trait inferences and voting. Journal of Nonverbal Behavior, 34(2), 83-110.
  • Olivola, C. Y., Eubanks, D. L., & Lovelace, J. B. (2014). The many (distinctive) faces of leadership: Inferring leadership domain from facial appearance. Leadership Quarterly, 25(5), 817-834.
  • Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-Qual: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
  • Podsakoff, P. M., MacKenzie. S. B., Lee. J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903.
  • Ridings, C. M., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. Journal of Strategic Information Systems, 11(3-4), 271-295.
  • Stirrat, M., & Perrett, D. I. (2010). Valid facial cues to cooperation and trust: Male facial width and trustworthiness. Psychological Science, 21(23), 349-354.
  • Stouthuysen, K., Teunis, I., Reusen, E., & Slabbinck, H. (2018). Initial trust and intentions to buy: The effect of vendor-specific guarantees, customer reviews and the role of online shopping experience. Electronic Commerce Research & Applications, 27, 23-38.
  • Todorov, A., Mandisodza, A. N., Goren, A., & Hall, C. C. (2005). Inferences of competence from faces predict election outcomes. Science, 308(5728), 1623-1626.
  • Todorov, A., Olivola, C. Y., Dotsch, R., & Mende-Siedlecki, P. (2015). Social attributions from faces: Determinants, consequences, accuracy, and functional significance. Annual Review of Psychology, 66(1), 519.
  • Wang, Z., Mao, H., Li, Y. J., & Liu, F. (2016). Smile big or not? Effects of smile intensity on perceptions of warmth and competence. Journal of Consumer Research, 43(5), 787-805.
  • Wen, Z., & Ye, B. (2014). Analyses of mediating effects: The development of methods and models. Advances in Psychological Science, 22(5), 731-745.
  • White, D., Sutherland, C. A. M., & Burton, A. L. (2017). Choosing face: The curse of self in profile image selection. Cognitive Research Principles & Implications, 2(1), 1-9.
  • Willis, J., & Todorov, A. (2010). Making up your mind after a 100ms exposure to a face. Psychological Science, 17(7), 592-598.
  • Wu, H., Xiao, T., & Zhou, L. (2017). Inverted “U” type influencing mechanism of user involvement on loyalty in tourism virtual community. Tourism Tribune, 32(2), 65-74.
  • Wu, W. Y., Huang, P. C., & Fu, C. S. (2011). The influence of an online auction’s product price and e-retailer reputation on consumers’ perception, attitude, and behavioral intention. Scandinavian Journal of Psychology, 52, 290-302.
  • Xie, K., & Mao, Z. (2017). The impacts of quality and quantity attributes of Airbnb hosts on listing performance. International Journal of Contemporary Hospitality Management, 29(3), 2240-2260.
  • Xu, F., Cai, W., Ma, F., & Wu D. (2013). Evaluation of face trustworthiness and its relationship with trust propensity. Studies of Psychology and Behavior, 1(4), 433-439.
  • Yang, X. (2014). The role of photographs in online peer-to-peer lending behavior. Social Behavior & Personality, 42(3), 445-452.
  • Zhao, H., Wang, X., & Zhou, B. (2015). Relationship among interaction, presence and consumer trust in B2C online shopping. Management Review, 27(2), 43-54.

Details

Primary Language English
Subjects Hospitality Leisure Sport and Tourism
Journal Section Research Article
Authors

Hui WU This is me (Primary Author)
Hunan University
0000-0002-1189-6100
China


Jing CHEN This is me
Hunan University
0000-0001-6937-7912
China


Muhittin CAVUSOGLU This is me
University of South Florida
0000-0003-2272-1004
United States


Cihan COBANOGLU>
University of South Florida Sarasota-Manatee
0000-0001-9556-6223
United States

Publication Date May 31, 2019
Application Date August 13, 2018
Acceptance Date May 29, 2019
Published in Issue Year 2019, Volume 7, Issue 1

Cite

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


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