For studying the whole process of online short rental platform consumers, which start from the attention to the booking intention, this paper based on the social presence theory, analyzed the consumers' online short rental booking intention from the social perspective. Taking the consumers' perceived social benefits and trust as mediators, we explored the process and mechanism of consumers' booking intention on the short rental platform and constructs a research model of consumer online short rental booking intention. Then, the empirical studies have shown that social presence can influence consumers' booking intention by increasing their perceived social benefits and trust. Finally, based on the results, the recommendations of online short rental platform and the host were put forward.
Zhang, Jing; Cao, Yunzhong; Ma, Yuanhong; and Li, Liangqiang, "Understanding Booking Intention of Consumers in Online Short Rental Platforms: Social Presence, Perceived Social Benefits, and Trust" (2018). ICEB 2018 Proceedings. 3.