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- Title
Exploring the Relationship between Host Self-Description and Consumer Purchase Behavior Using a Self-Presentation Strategy.
- Authors
Yan, Yan; Lu, Baozhou; Xu, Tailai
- Abstract
Information on short-term rental platforms plays an important role in consumer purchase behavior. However, information asymmetry between host and guest has been identified as a problem in sharing economy contexts. In this paper, to fill this gap, the authors develop six hypotheses about the focal impacts of self-presentation strategy and the moderating effects of third-party certification. Based on data from Airbnb, the authors first examine how the tactics of self-presentation strategy influence consumer purchase behavior. The results show that different self-presentation tactics affect consumer purchase behavior differently. The authors also found that the third-party certification level weakens the influence of self-presentation strategy interactions on consumer purchase behavior.
- Subjects
AIRBNB Inc.; CONSUMER behavior; SELF-presentation; SHARING economy; INFORMATION asymmetry
- Publication
Systems, 2023, Vol 11, Issue 8, p430
- ISSN
2079-8954
- Publication type
Article
- DOI
10.3390/systems11080430