Abstract：In order to better understand the relationship between host self-presentation and guests’ booking behavior in the peer-to-peer accommodation, this study extracted the themes from 4396 Airbnb host self-presentation information (Study 1) and examined their relationship with guests’ booking behavior (Study 2). Drawing upon the signal theory, a situational experiment (Study 3) was conducted to explore the influence mechanism of host self-presentation on the booking behavior. The results reveal that there are mainly social-oriented information and personal information being presented in host self-presentation. Meanwhile, social-oriented information as effective signals is easier to assess in Airbnb, which improves guests’ booking intention. Trust mediates the relationship between host self-presentation patterns and guests’ booking intention.
王红丽，周梦楠. Airbnb房东自我展示的信息分类及其对房客信任与预订行为的影响研究 [J]. 管理学报, 2021, 18(9): 1307-.
WANG Hongli，ZHOU Mengnan. Airbnb Host Self-Presentation Pattern and Its Impact on Guests’ Trust and Booking Behavior. Chinese Journal of Management, 2021, 18(9): 1307-.
