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Data Analysis and Knowledge Discovery  2017, Vol. 1 Issue (12): 10-20    DOI: 10.11925/infotech.2096-3467.2017.0789
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Online Room Listing Photos Affect Consumer’s Intentions
Wu Jiang1(), Jin Mengmeng2
1School of Information Management, Wuhan University, Wuhan 430072, China
2Center for E-commerce Research and Development of Wuhan University, Wuhan 430072, China
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[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.

Key wordsRoom Sharing      Listing Photo      Cue Utilization Theory      Product Involvement     
Received: 10 August 2017      Published: 29 December 2017
ZTFLH:  G203  

Cite this article:

Wu Jiang,Jin Mengmeng. Online Room Listing Photos Affect Consumer’s Intentions. Data Analysis and Knowledge Discovery, 2017, 1(12): 10-20.

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变量 测量问项 参考来源
任务信息 当我需要预定房源时, 房源图片所提供的信息足够多。
视觉吸引力 在线短租平台上的房源图片看起来令人满意舒适。
感知诊断性 在线短租平台的房源图片有助于我评估房源。
心理表象 我想象了自己在图片的房源中进行一系列行为活动的样子。
当我回想起图片中展示的房源时, 脑海中的记忆是清晰的。
当我回想起图片中展示的房源时, 脑海中的记忆是生动的。
产品涉入度 在线短租的房源对我而言具有非常重要的意义。
预订在线短租的房源时, 我会感到非常大的乐趣。
未来参与意愿 我打算通过在线短租平台来预订房源。
名称 类型 人数 百分比
性别 152 37.81%
250 62.19%
年龄 18岁及以下 30 7.46%
19-25岁 337 83.83%
26-30岁 33 8.21%
31-35岁 1 0.25%
36-40岁 1 0.25%
41岁及以上 0 0
教育程度 高中及以下 4 1.00%
专科 5 1.24%
本科 242 60.20%
硕士 143 35.57%
博士及以上 8 1.99%
使用经验 租住过 65 16.17%
没租住过但浏览过网站 130 32.34%
没租住过也没浏览过网站 207 51.49%
变量 题项 因子载荷 Cronbach’s α AVE CR
任务信息 任务信息1 0.887 0.825 0.743 0.896
任务信息2 0.909
任务信息3 0.785
视觉吸引力 视觉吸引力1 0.854 0.915 0.798 0.941
视觉吸引力2 0.914
视觉吸引力3 0.912
视觉吸引力4 0.893
感知诊断性 感知诊断性1 0.908 0.873 0.797 0.922
感知诊断性2 0.912
感知诊断性3 0.856
心理表象 心理意象1 0.801 0.896 0.705 0.923
心理意象2 0.846
心理意象3 0.872
心理意象4 0.826
心理意象5 0.853
产品涉入度 产品涉入度1 0.841 0.797 0.624 0.868
产品涉入度2 0.841
产品涉入度3 0.671
产品涉入度4 0.795
未来参与意愿 未来参与意愿1 0.900 0.894 0.825 0.934
未来参与意愿2 0.918
未来参与意愿3 0.907
任务信息 视觉吸引力 感知诊断性 心理意象 产品涉入度 未来参与意愿
任务信息 0.862
视觉吸引力 0.357 0.893
感知诊断性 0.434 0.401 0.893
心理意象 0.344 0.311 0.411 0.840
产品涉入度 0.290 0.292 0.408 0.403 0.790
未来参与意愿 0.346 0.295 0.455 0.381 0.696 0.908
路径 未加入产品涉入度 加入产品涉入度
路径系数 T值 P值 路径系数 T值 P值
任务信息→感知诊断性 0.333*** 5.580 0.000 0.279*** 4.433 0.000
任务信息→心理意象 0.270*** 5.132 0.000 0.204*** 3.783 0.000
视觉吸引力→感知诊断性 0.282** 3.383 0.001 0.220* 2.525 0.012
视觉吸引力→心理意象 0.217*** 3.581 0.000 0.136* 2.404 0.017
感知诊断性→未来参与意愿 0.358*** 5.161 0.000 0.359*** 5.196 0.000
心理意象→未来参与意愿 0.234*** 4.017 0.000 0.234*** 4.259 0.000
任务信息*产品涉入度→感知诊断性 -0.101 1.838 0.067
任务信息*产品涉入度→心理意象 0.120* 2.131 0.034
视觉吸引力*产品涉入度→感知诊断性 0.009 0.157 0.875
视觉吸引力*产品涉入度→心理意象 -0.073 1.409 0.160
调整R2(感知诊断性) 0.254 0.324
调整R2(心理意象) 0.157 0.242
调整R2(未来参与意愿) 0.248 0.249
假设 假设内容 验证结果
H1a 房源图片的任务信息正向影响消费者对房源的感知判断性。 成立
H1b 房源图片的任务信息正向影响消费者对房源的心理意象。 成立
H2a 房源图片的视觉吸引力正向影响消费者对房源的感知判断性。 成立
H2b 房源图片的视觉吸引力正向影响消费者对房源的心理意象。 成立
H3a 产品涉入度在任务信息对感知诊断性的影响中起正向调节作用。 不成立
H3b 产品涉入度在任务信息对心理意象的影响中起正向调节作用。 成立
H3c 产品涉入度在视觉吸引力对感知诊断性的影响中起负向调节作用。 不成立
H3d 产品涉入度在视觉吸引力对心理意象的影响中起负向调节作用。 不成立
H4 消费者对房源图片的感知诊断性正向影响其未来参与意愿。 成立
H5 消费者对房源图片的心理意象正向影响其未来参与意愿。 成立
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