池毛毛  Examining the direct and interaction effects of picture color cues and textual cues related to color on accommodation-sharing platform rental purchase

我校古天乐代言太阳集团池毛毛老师在T1级别期刊——《International Journal of Hospitality Management》上发表题为“Examining the direct and interaction effects of picture color cues and textual cues related to color on accommodation-sharing platform rental purchase”。论文第一作者池毛毛为古天乐代言太阳集团特任教授。

Abstract /摘要：

MT  鉴于P2P住宿共享平台(即Airbnb )日益普及,本文旨在探讨图片颜色线索和与颜色相关的文本线索( TCC )对中国这些平台租房决策的影响。基于线索利用理论,本文区分了主持人列出的图片和在线嘉宾评论中的TCC图片颜色线索。本文利用小竹网爬取的数据进行实证研究。利用广州收集的2520份有效上市数据对研究模型进行poisson回归检验,并利用上海收集的额外数据进行验证。结果表明,图片颜色线索和TCC都会影响租金交易。用暖色图片展示的房产比用冷色图片展示的房产更容易出租。此外,图片颜色线索与TCC的一致性对租赁决策有显著影响。有趣的是,我们还发现了亮度对租金购买的倒U型效应。

原文  Given the increasing popularity of peer-to-peer (P2P) accommodation-sharing platforms (i.e., Airbnb), this paper aims to explore the effects of both picture color cues and textual cues related to color (TCC) on rental decisions made on these platforms in China. Based on cue utilization theory, this paper distinguishes picture color cues signaled from photos listed by hosts and TCC signaled from online guest reviews. The paper conducts an empirical study using data crawled from Xiaozhu.com. The research model is tested with poisson regression using 2520 valid listings collected in Guangzhou and is verified with additional data collected in Shanghai. Results show that both picture color cues and TCC affect rental transactions. Properties displayed with warm-colored pictures are more likely to be rented than those with cold-colored pictures. In addition, the consistency of picture color cues and TCC is found to have a significant impact on rental decisions. Interestingly, we also found an invert-U effect of brightness on rental purchase.

论文信息;

Title/题目:

Examining the direct and interaction effects of picture color cues and textual cues related to color on accommodation-sharing platform rental purchase

Authors/作者:

Chi Maomao;Pan Meiyu;Huang Rui

Key Words /关键词：

MT  线索利用理论;切一致性;与颜色有关的文字线索;图片颜色提示;住宿—共享平台;租金购买

原文 Cue utilization theory;Cue consistency;Textual cues related to color;Picture color cues;Accommodation-sharing platform;Rental purchase

Indexed by /核心评价：

SSCI;Scopus; WAJCI;

Highlights/研究要点

• Based on cue utilization theory, this paper defined picture color cues and textual cues related to color (TCC).;

• Results show that both picture color cues and TCC affect rental transactions.;

• Properties displayed with warm-colored pictures are more likely to be rented than those with cold-colored pictures.;

• The consistency of picture color cues and TCC is found to have a significant impact on rental decisions.;

• We also found an invert-U effect of brightness on rental purchase.

DOI:10.1016/J.IJHM.2021.103066

全文链接：https://www.sciencedirect.com/science/article/pii/S0278431921002097?via%3Dihub