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Abstract
There is limited systematic research examining whether the face disclosure of a provider can influence the customers’ intention to purchase thereby reflecting in the demand for the service provided in a sharing economy platform. If there is a provider’s face presented in a profile picture, how the facial expression of emotion can further influence the demand? In this paper, we drew from social presence theory and the trust literature to explore the mechanism through which the face disclosure and facial expressions of a provider influence the demand for service provided by a sharing economy platform. Using data from Airbnb.com, we find that the face disclosure of a host will have a positive influence on the property demand and positive facial expressions of a host will have a positive influence on the property demand at Airbnb. We interpret and discuss the implication of this study for theory and practice.
Recommended Citation
Deng, Chaoqun and Ravichandran, T. (Ravi), "To Smile or Not? The Effect of Facial Expression on Service Demand in Sharing Economy Platforms" (2020). AMCIS 2020 Proceedings. 15.
https://aisel.aisnet.org/amcis2020/virtual_communities/virtual_communities/15
To Smile or Not? The Effect of Facial Expression on Service Demand in Sharing Economy Platforms
There is limited systematic research examining whether the face disclosure of a provider can influence the customers’ intention to purchase thereby reflecting in the demand for the service provided in a sharing economy platform. If there is a provider’s face presented in a profile picture, how the facial expression of emotion can further influence the demand? In this paper, we drew from social presence theory and the trust literature to explore the mechanism through which the face disclosure and facial expressions of a provider influence the demand for service provided by a sharing economy platform. Using data from Airbnb.com, we find that the face disclosure of a host will have a positive influence on the property demand and positive facial expressions of a host will have a positive influence on the property demand at Airbnb. We interpret and discuss the implication of this study for theory and practice.
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