Impacts of Cue Consistency on Shared Accommodation Bookings: Interaction Between Texts and Images
Chi Maomao1,2(),Pan Meiyu1,Wang Weijun3
1School of Information Management, Central China Normal University, Wuhan 430079, China 2E-commerce Research Center of Hubei Province, Central China Normal University, Wuhan 430079, China 3Key Laboratory of Adolescent Cyberpsychology and Behavior, Ministry of Education, Central China Normal University, Wuhan 430079, China
[Objective] This paper examines the influences of clue consistency on users’ booking decisions on shared accommodations. [Methods] First, based on the Clue Consistency Theory, we constructed a research model from the perspective of User-Generated Content (UGC) and Marketer-Generated Content (MGC). Then, we conducted an empirical study on data collected from Xiaozhu.com - a well-known short-term renting website in China. Finally, we examined the impacts of clue consistency on renters’ purchase decisions. [Results] The purchase decision of tenants was positively correlated to the text clues of UGC and warm color pictures of MGC. Also, the information consistency between UGC and MGC posed significant positive impacts on purchase decisions. [Limitations] More image parameters need to be extracted in future research, which will help us identify home styles. [Conclusions] This study could help shared accommodation platforms and landlords improve their services.
池毛毛,潘美钰,王伟军. 线索一致性对共享住宿平台用户购买决策的影响研究：房客文本信息和房源图片信息的交互效应*[J]. 数据分析与知识发现, 2020, 4(11): 74-83.
Chi Maomao,Pan Meiyu,Wang Weijun. Impacts of Cue Consistency on Shared Accommodation Bookings: Interaction Between Texts and Images. Data Analysis and Knowledge Discovery, 2020, 4(11): 74-83.
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