Exploring the Relationship between Host Self-Description and Consumer Purchase Behavior Using a Self-Presentation Strategy
Abstract
:1. Introduction
2. Theoretical Background and Conceptual Framework
2.1. Consumer Purchase Behavior in Sharing Accommodation Platforms
2.2. Host Self-Description
2.3. Self-Presentation Strategy
2.4. Hypothesis Development
2.4.1. Influence of Ingratiation Tactics on Consumer Purchase Behavior
2.4.2. Influence of the Self-Promotion Tactic on Consumer Purchase Behavior
2.4.3. Influence of the Intimidation Tactic on Consumer Purchase Behavior
2.4.4. Influence of the Supplication Tactic on Consumer Purchase Behavior
2.4.5. Influence of the Exemplification Tactic on Consumer Purchase Behavior
2.5. Moderation Effect of Third-Party Certification
3. Materials and Methods
3.1. Data Collection
- It has a massive number of hosts to provide listings;
- As a worldwide city, the host self-descriptions of the respective listings are mainly in English;
- Hosts and guests in New York come from around the world, which weakens the influence of culture.
- Remove the data with empty text or those with a length of less than five words from the host’s self-description;
- Remove the data that pertain to confusing information provided by the platform;
- Remove the data that do not even pertain to empty text but are composed of punctuation that had no analytical meaning or value.
3.2. Measurement
3.2.1. Dependent Variable
3.2.2. Explanatory Variable
3.2.3. Controlling Variables
4. Results and Discussion
4.1. Descriptions and Correlations
4.2. Discussion
5. Conclusions
5.1. Theoretical Implications
5.2. Practical Implications
6. Limitations and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Variable Type | Variable | Measures |
---|---|---|
Dependent variable | Review number | Ln(review number) |
Independent variable | Ingratiation | |
Self-promotion | Topic number extracted by the meaning extraction method (MEM) | |
Exemplification | Numbers are standardized scores ranging from 1 to 99. | |
Supplication | ||
Intimidation | ||
Moderating variable | Third-party certification | Endowed superhost badge is 1 and 0 otherwise |
Controlling variable | Rating score | From 0 to 5 |
Response rate | From 0 to 100% | |
Price | Price per night in dollars | |
Personal photo | Provision of a personal photo is 1 and 0 otherwise | |
Identity verification | Through identity verification is 1 and 0 otherwise | |
Accommodates | Number of people an accommodation can hold |
Mean | SD | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | |
---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
1. Exemplification | 71.93929 | 32.6282 | 1 | ||||||||||||
2. Intimidation | 0.0179611 | 0.1946284 | −0.046 *** | 1 | |||||||||||
3. Ingratiation | 2.080059 | 4.728654 | −0.101 *** | 0.021 ** | 1 | ||||||||||
4. Supplication | 0.0347971 | 0.4229522 | −0.016 * | −0.005 | −0.017 * | 1 | |||||||||
5. Selfpromotion | 0.4110386 | 0.147807 | −0.248 *** | 0.009 | 0.230 *** | −0.020 ** | 1 | ||||||||
6. Responserate | 0.947886 | 0.1622301 | −0.019 ** | 0.021 ** | −0.047 *** | −0.003 | −0.030 *** | 1 | |||||||
7. Superhost | 0.4469549 | 0.4971977 | 0.022 ** | 0.038 *** | 0 | −0.020 ** | −0.051 *** | 0.212 *** | 1 | ||||||
8. Personalphoto | 0.9985146 | 0.038514 | 0.009 | 0.004 | 0.013 | 0.003 | 0.019 ** | −0.005 | 0.018 ** | 1 | |||||
9.Identity_verified | 0.8832773 | 0.3211021 | 0.038 *** | 0.01 | 0.002 | −0.040 *** | 0.003 | 0.033 *** | 0.007 | 0.030 *** | 1 | ||||
10.Accommodation | 3.285201 | 2.214346 | −0.026 *** | 0.013 | −0.017 * | −0.028 *** | −0.001 | 0.051 *** | 0.008 | −0.004 | 0.004 | 1 | |||
11. Price | 161.6416 | 202.3004 | −0.022 ** | −0.022 ** | 0.021 ** | −0.024 *** | 0.039 *** | 0.018 ** | 0.006 | 0.007 | 0.026 *** | 0.420 *** | 1 | ||
12. Review_scores | 4.738007 | 0.4343801 | 0.032 *** | 0.001 | 0.008 | −0.003 | −0.024 *** | 0.109 *** | 0.259 *** | 0.007 | −0.012 | −0.001 | 0.039 *** | 1 | |
13. ln_reviews | 2.989741 | 1.640128 | 0.066 *** | −0.020 ** | 0.036 *** | 0.020 ** | −0.090 *** | 0.081 *** | 0.328 *** | 0.028 *** | −0.047 *** | 0.060 *** | −0.056 *** | 0.146 *** | 1 |
Variable | Robust | OLS | |||||
---|---|---|---|---|---|---|---|
Coefficient | t Value | Sig. | Coefficient | t Value | Sig. | VIF | |
Main effects | |||||||
Exemplification | 0.003 | 5.78 | 0.000 | 0.003 | 6.04 | 0.000 | 1.91 |
Intimidation | 0.089 | 0.63 | 0.532 | 0.089 | 0.76 | 0.449 | 2.95 |
Ingratiation | 0.023 | 5.80 | 0.000 | 0.023 | 6.37 | 0.000 | 1.62 |
Supplication | 0.133 | 4.12 | 0.000 | 0.133 | 3.63 | 0.000 | 1.33 |
Selfpromotion | −0.713 | −5.68 | 0.000 | −0.713 | −5.75 | 0.000 | 1.85 |
Control variables | |||||||
Responserate | 0.101 | 1.14 | 0.256 | 0.101 | 1.19 | 0.235 | 1.06 |
Personalphoto | 1.06 | 3.48 | 0.000 | 1.066 | 3.05 | 0.002 | 1.00 |
Identity_verified | −0.232 | −5.78 | 0.000 | −0.232 | −5.52 | 0.000 | 1.01 |
Accommodation | 0.076 | 7.70 | 0.000 | 0.076 | 11.31 | 0.000 | 1.22 |
Price | −0.000 | −4.17 | 0.000 | −0.000 | −11.2 | 0.000 | 1.22 |
Review_scores | 0.244 | 7.11 | 0.000 | 0.244 | 7.6 | 0.000 | 1.08 |
Moderating variable | |||||||
Superhost | 1.072 | 13.21 | 0.000 | 1.072 | 12.72 | 0.000 | 8.1 |
Moderating effects | |||||||
Third-party certification × exemplification | −0.003 | −3.67 | 0.000 | −0.003 | −3.58 | 0.000 | 7.26 |
Third-party certification × self-promotion | −0.089 | −0.48 | 0.632 | −0.089 | −0.45 | 0.651 | 9.48 |
Third-party certification × intimidation | −0.606 | −3.40 | 0.001 | −0.606 | −4.13 | 0.000 | 2.95 |
Third-party certification × ingratiation | −0.004 | −0.80 | 0.424 | −0.004 | −0.76 | 0.449 | 1.84 |
Third-party certification × supplication | −0.138 | −2.58 | 0.010 | −0.138 | −1.87 | 0.062 | 1.33 |
constant | 0.292 | 0.81 | 0.418 | 0.292 | 0.74 | 0.459 |
Variable | OLS Regression Analysis | |||||||
---|---|---|---|---|---|---|---|---|
Model 1 | Model 2 | Model 3 | Model 4 | |||||
Coeff. (S.E., VIF) | t Value | Coeff. (S.E., VIF) | t Value | Coeff. (S.E., VIF) | t Value | Coeff. (S.E., VIF) | t Value | |
Control variables | ||||||||
host_response_rate | 0.643 *** (7.28, 1.02) | 7.28 | 0.066 *** (0.088, 1.02) | 7.63 | 0.010 (0.089, 1.06) | 1.11 | 0.010 (0.089, 1.06) | 1.14 |
host_has_profile_pic | 1.282 *** (3.47, 1.00) | 3.47 | 0.031 *** (0.349, 1.00) | 3.74 | 0.025 ** (0.311, 1.00) | 3.44 | 0.025 *** (0.306, 1.00) | 3.48 |
host_identity_verified | −0.234 *** (−5.27, 1.00) | −5.27 | −0.047 *** (0.041, 1.01) | −5.75 | −0.047 *** (0.040, 1.01) | −6.02 | −0.045 *** (0.040, 1.01) | −5.78 |
Accommodation | 0.074 *** (10.54, 1.22) | 10.54 | 0.103 *** (0.010, 1.22) | 7.68 | 0.103 *** (0.010, 1.22) | 7.80 | 0.103 *** (0.010, 1.22) | 7.70 |
Price | −0.000 *** (−10.94, 1.22) | −10.94 | −0.103 *** (0.000, 1.22) | −4.23 | −0.101 *** (0.000, 1.22) | −4.19 | −0.102 *** (0.000, 1.22) | −4.17 |
review_scores_rating | 0.540 *** (16.38, 1.01) | 16.38 | 0.139 *** (0.028, 1.02) | 18.54 | 0.066 *** (0.034, 1.08) | 7.22 | 0.065 *** (0.034, 1.08) | 7.11 |
Main effects | ||||||||
exemplification | 0.048 *** (0.000, 1.08) | 5.25 | 0.044 *** (0.000, 1.08) | 5.07 | 0.071 *** (0.001, 1.91) | 5.78 | ||
intimidation | −0.024 ** (0.075, 1.00) | −2.67 | −0.034 *** (0.077, 1.01) | −3.76 | 0.011 (0.144, 2.95) | 0.63 | ||
ingratiation | 0.066 *** (0.003, 1.06) | 7.44 | 0.061 *** (0.003, 1.06) | 7.20 | 0.067 *** (0.004, 1.62) | 5.80 | ||
supplication | 0.019 ** (0.028, 1.00) | 2.72 | 0.025 ** (0.028, 1.00) | 3.43 | 0.034 *** (0.032, 1.33) | 4.12 | ||
Selfpromotion | −0.083 *** (0.099, 1.12) | −9.31 | −0.07 *** (0.094, 1.12) | −8.25 | −0.064 *** (0.125, 1.85) | −5.68 | ||
Moderating variable | ||||||||
Third-party certification | 0.306 *** (0.029, 1.12) | 35.05 | 0.306 *** (0.029, 8.1) | 35.11 | ||||
Moderating effects | ||||||||
Third-party certification × exemplification | −0.042 *** (0.001, 7.26) | −3.67 | ||||||
Third-party certification × self-promotion | −0.005 (0.188, 9.48) | −0.48 | ||||||
Third-party certification × intimidation | −0.059 *** (0.178, 2.95) | −3.40 | ||||||
Third-party certification × ingratiation | −0.008 (0.006, 1.84) | −0.80 | ||||||
Third-party certification × supplication | −0.018 ** (0.054, 1.33) | −2.58 | ||||||
_cons | −1.358 *** (−3.34) | −3.34 | −1.153 ** (0.382) | −3.02 | 0.440 (0.361) | 1.22 | 0.292 (0.361) | 0.81 |
Observations | 12,791 | 12,791 | 12,791 | 1372 | ||||
R-squared | 0.04 | 0.055 | 0.139 | 0.141 | ||||
ΔR2 | - | 0.015 | 0.84 | 0.02 | ||||
F test | 91.01 | 67.99 *** | 160.42 *** | 111.56 *** |
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Yan, Y.; Lu, B.; Xu, T. Exploring the Relationship between Host Self-Description and Consumer Purchase Behavior Using a Self-Presentation Strategy. Systems 2023, 11, 430. https://doi.org/10.3390/systems11080430
Yan Y, Lu B, Xu T. Exploring the Relationship between Host Self-Description and Consumer Purchase Behavior Using a Self-Presentation Strategy. Systems. 2023; 11(8):430. https://doi.org/10.3390/systems11080430
Chicago/Turabian StyleYan, Yan, Baozhou Lu, and Tailai Xu. 2023. "Exploring the Relationship between Host Self-Description and Consumer Purchase Behavior Using a Self-Presentation Strategy" Systems 11, no. 8: 430. https://doi.org/10.3390/systems11080430