에어비앤비 호스트 프로필 길이와 숙소 사진 수량이 숙소 품질 인식 및 이용 의도에 미치는 영향

초록

This study investigates the impact of Airbnb host profile length and property photo quantity on perceived property quality and usage intentions. Through an online experiment with American consumers, our findings demonstrate that longer host profile descriptions result in higher perceived property quality and usage intentions compared to shorter descriptions. The quantity of property photos moderates these effects, with longer host profiles yielding more positive outcomes when there are limited property photos showcasing only a few features. However, when numerous property photos displaying various features are present, host profile length no longer significantly influences these outcome variables. Furthermore, we identify perceived property quality as a mediator of the interaction effect between host profile length and property photo quantity on usage intentions. The findings contribute to the sharing economy literature by revealing the interplay between host profile descriptions and property photos in the accommodations sector.

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