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| Airbnb Host Self-Presentation Pattern and Its Impact on Guests’ Trust and Booking Behavior |
| WANG Hongli，ZHOU Mengnan |
| South China University of Technology, Guangzhou, China |
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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.
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Received: 29 November 2020
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