Hue, brightness, saturation, and caption description: which attributes impact listing preferences on digital accommodation platforms?

Abstract

PurposeImages and caption descriptions serve as important visual stimuli that influence consumer preferences; therefore, the current study focuses on property images and captions illustrated on the home pages of accommodation-sharing platforms. Specifically, this study investigates the relative importance of hue, brightness and saturation of a property image and caption description styles on potential consumers’ preferences.Design/methodology/approachA mixed-method approach was used, and a total of 293 valid responses were collected through a discrete choice experiment approach. Interviews were conducted for additional analyses to explore the detailed explanations.FindingsThe utility model demonstrated that the image’s saturation was the most critical attribute perceived by the respondents, followed by caption description style, hue and brightness.Originality/valueThis is one of the first studies to investigate the display of attributes on a digital accommodation platform by exploring potential customers’ stated preferences. This study focuses explicitly on images and captions illustrated on the home page of an accommodation booking platform. Detailed image investigation is also a new research area in sharing economy-related research.

From metaverse experience to physical travel: the role of the digital twin in metaverse design

“…As we summarize in Table 2, from a Web page, digital platform or system design standpoint, the extant research in these contexts has investigated the platform design elements and how they enhance customer experiences or foster customer behaviors (Yi et al , 2017; Jiang et al , 2022; Fu et al , 2024). All platform elements can be classified into three types, including verbal elements, visual elements and mixed elements.…”

“…Visual elements in digital platforms, such as images, pictures and brand logos, trigger customer attention more easily (Labrecque, 2020). For example, Fu et al (2024) examined the role of hue, brightness and saturation of accommodation photos on customers’ preferences and identified the photos’ saturation as the most important visual stimuli. Also, simple visual design can enhance customers’ mental imagery elaboration and quality compared with complex visual design (Lee and Shin, 2020).…”

The Effect of Color Saturation of Travel Pictures on Consumer Appeal

“…The higher the brightness, the stronger the light, the brighter the color. Saturation is the color purity and intensity (also known as vividness) representing the proportion of gray light mixed with color light [22], researchers stated that the image's saturation was the most critical attribute perceived by the respondents, followed by caption description style, hue and brightness [23]. A higher degree of color purity is observed when the proportion of gray light combined with colored light is reduced, leading to increased vividness of the color.…”