Although numerous studies have investigated the impact of marketer-generated content (MGC) on consumers’ booking and review posting behavior in accommodation-sharing platforms, little is known about the effect of the host disclosed personality. This study aims to examine the effect of the host personality on consumers’ booking and reviewing behavior on peer-to-peer property rental platforms. Utilizing secondary data from Airbnb, the study sheds light on how hosts’ personality influence review volume and property performance. The empirical results showed that host agreeableness and conscientiousness positively influence consumers’ review posting behavior; the extraversion of the host has an inverted-U shape influence on consumers’ booking behavior and review posting. Moreover, the property quantity can moderate the effect of hosts’ personality on review volume and property performance. The results show that providing comprehensive and detailed descriptions related to hosts improves review volume. The findings contribute to both the literature and practice within the sharing economy and tourism industry.
Zhang, Zhiyun; Li, Pengyu; and Chen, Yanhong, "The effect of host personality on property performance and review volume: Evidence from an accommodation-sharing platform" (2023). ICEB 2023 Proceedings (Chiayi, Taiwan). 66.