Examining the direct and interaction effects of picture color cues and textual cues related to color on accommodation-sharing platform rental purchase |
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| Affiliation: | 1. School of Economics and Management, China University of Geosciences, Wuhan 430078, China;2. Department of Electronic Business, South China University of Technology, Guangzhou 510006, China;3. Charlton College of Business, University of Massachusetts Dartmouth, USA;1. Department of Nutrition and Health Sciences, University of Nebraska, Lincoln, 104J Leverton Hall, Lincoln, NE 68583, USA;2. Hospitality Management, University of Missouri, 231 Gentry Hall, Columbia, MO 65211, USA;1. Faculty of Business Administration, University of Macau, Macau, China;2. School of Hospitality Management, Macao Institute for Tourism Studies, F201A Colina de Mong-Ha, Macao, China;3. School of Tourism Management, Sun Yat-Sen University, Tangzhou Rd. 1, Zhuhai, China;1. School of Economics and Management, China University of Geosciences, Wuhan, PR China;2. School of Management, Xi’an University of Finance and Economics, Xi’an, PR China;3. Mineral Resource Strategy and Policy Research Center of China University of Geosciences, Wuhan, PR China |
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| Abstract: | Given the increasing popularity of peer-to-peer (P2P) accommodation-sharing platforms (i.e., Airbnb), this paper aims to explore the effects of both picture color cues and textual cues related to color (TCC) on rental decisions made on these platforms in China. Based on cue utilization theory, this paper distinguishes picture color cues signaled from photos listed by hosts and TCC signaled from online guest reviews. The paper conducts an empirical study using data crawled from Xiaozhu.com. The research model is tested with poisson regression using 2520 valid listings collected in Guangzhou and is verified with additional data collected in Shanghai. Results show that both picture color cues and TCC affect rental transactions. Properties displayed with warm-colored pictures are more likely to be rented than those with cold-colored pictures. In addition, the consistency of picture color cues and TCC is found to have a significant impact on rental decisions. Interestingly, we also found an invert-U effect of brightness on rental purchase. |
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| Keywords: | Cue utilization theory Cue consistency Textual cues related to color Picture color cues Accommodation-sharing platform Rental purchase |
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