1School of Information Management, Wuhan University, Wuhan 430072, China 2Center for E-commerce Research and Development of Wuhan University, Wuhan 430072, China
[Objective] This paper aims to investigate the impacts of listing photos on consumers’ behaviours, with data collected from online room sharing services. [Methods] First, we built a model to describe relationship between the listing photos and consumers’ intention. The model was based on the SOR model and Cue Utilization Theory as well as task-relevant and affection-relevant cues of listing photos. Then, we collected needed data with surveys. Finally, we employed SmartPLS3.2 to examine the proposed model. [Results] Both the task-related and affection-relevant cues of listing photos had positive impacts on perceived diagnosticity and mental imagery of the consumer, which increase the consumer’s intention to use the platform in the future. Product involvement posed significant positive effect to the relationship between the task related cues of listing photos and mental imagery of consumer. [Limitations] We did not include other factor’s impacts on consumer’s behavioral intention. Image recognition is needed in future research. [Conclustions] Listing photos of room sharing platform could influence consumer’s behavioral intention and the product involvement.
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