That personal profile image might jeopardize your rental opportunity! On the relative impact of the seller's facial expressions upon buying behavior on Airbnb™
That personal profile image might jeopardize your rental opportunity! On the relative impact of the seller's facial expressions upon buying behavior on Airbnb™
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DOI：
10.1016/j.chb.2017.02.029
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发表时间：
2017-07
期刊：
影响因子：
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通讯作者：
A. Fagerstrøm;Sanchit Pawar;Valdimar Sigurdsson;G. Foxall;Mirella Yani-De-Soriano
中科院分区：
文献类型：
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作者：
A. Fagerstrøm;Sanchit Pawar;Valdimar Sigurdsson;G. Foxall;Mirella Yani-De-Soriano
Airbnb是一个提供点对点住宿租赁服务的在线市场。与传统的租赁服务不同，个人资料照片，即卖家的面部照片，会随房屋一起出现。本研究旨在探讨在这种情况下，卖家的面部形象及其表情对买家行为的影响。面部表情的影响与其他相关变量（价格和顾客评价）一起被调查。一项联合研究（n = 139）的结果表明，在在线点对点环境中，卖家的面部表情对购买行为的影响是显著的。消极的面部表情和面部图像（头部轮廓）的缺失减少了人们在Airbnb上浏览特定网页的方式，并引发了回避倾向，同时降低了租房的可能性。中性和积极的面部表情则相反。我们发现，与男性相比，女性消极和积极的面部表情对租房可能性的影响更大。进一步的分析表明，没有面部图像和愤怒的面部表情并不能通过低价格和与租房可能性相关的最高客户评分来弥补。在点对点住宿租赁服务中，需要注意的是，人脸图像的存在与否及其固有的表情对服务有很大的影响。
Airbnb is an online marketplace for peer-to-peer accommodation rental services. In contrast to traditional rental services, personal profile images, i.e. the sellers' facial images, are present along with the housing on offer. This study aims to investigate the impact of a seller's facial image and their expression upon buyers' behavior in this context. The impact of facial expressions was investigated together with other relevant variables (price and customer ratings). Findings from a conjoint study (n = 139) show that the impact of a seller's facial expression on buying behavior in an online peer-to-peer context is significant. A negative facial expression and absence of facial image (head silhouette) abates approach and evokes avoidance tendencies to explore a specific web page on Airbnb, and, simultaneously decrease the likelihood to rent. The reverse effect was true for neutral and positive facial expressions. We found that a negative and positive facial expression had more impact on likelihood to rent, for women than for men. Further analysis shows that the absence of facial image and an angry facial expression cannot be compensated for by a low price and top customer ratings related to likelihood to rent. Practitioners should keep in mind that the presence/absence of facial images and their inherent expressions have a significant impact in the peer-to-peer accommodation rental services.