The emergency of cosmetic O2O platforms boosts the development of cosmetic industry in the era of beauty-worship. Customers can post images to present themselves in the these platforms. In contract with traditional healthcare platforms, the images in cosmetic platforms intuitively disclose the medical outcomes of cosmetic services, which is also significant to non-specialists. Then we strive to investigate whether the image presentation can fetch financial value. This paper first examines the effect of three measures about perceived quality, i.e., review rating, price, and responsiveness, and the distinct measure, i.e., image presentation on hospital financial performance. The empirical results elaborate that the perceived quality is positively associated with hospital financial performance. Further, image presentation moderates the associations between perceived quality and financial performance in the context of cosmetic O2O platforms.
Yuan, Hui; Zhang, Min; and Xu, Wei, "Beauty is Value? The Impact of Image Presentation on Hospital Financial Performance in a Cosmetic Context" (2020). PACIS 2020 Proceedings. 136.
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