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

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

The influence of dynamic pricing on consumer trust, value, and loyalty relationships in theme parks

“…In the tourism and hospitality industry, uncertainty and trust are the outcomes of different circumstances ranging from consumers’ concerns about safety and security, natural hazards, or economic fluctuations (Williams and Baláž, 2021). Consumer trust was examined both quantitatively and qualitatively (Wang et al, 2014) in a variety of settings such as hotel corporate responsibility (Martínez et al, 2013), short term rentals (Wu et al, 2019), green hotels (Gupta et al, 2019), mobile booking (Ozturk et al, 2017), online consumer behavior and eWOM strategies (Reyes-Menendez et al , 2020), travel websites (Agag and El-Masry, 2017), or food processing technologies (Meijer et al, 2021).…”

“…In the tourism and hospitality industry, uncertainty and trust are the outcomes of different circumstances ranging from consumers' concerns about safety and security, natural hazards, or economic fluctuations (Williams and Baláž, 2021). Consumer trust was examined both quantitatively and qualitatively (Wang et al, 2014) in a variety of settings such as hotel corporate responsibility (Martínez et al, 2013), short term rentals (Wu et al, 2019), green hotels (Gupta et al, 2019), mobile booking (Ozturk et al, 2017), online consumer behavior and eWOM strategies (Reyes-Menendez et al, 2020), travel websites (Agag and El-Masry, 2017), or food processing technologies (Meijer et al, 2021). Mayer et al (1995) thorough analysis of the concept of organizational trust suggested a wellknown definition of organizational trust as "the willingness of a party to be vulnerable to the actions of another party based on the expectation that the other will perform a particular action important to the trustor, irrespective of the ability to monitor or control that other party" (p. 712).…”