Article citationsMore>>

Li, X. R., He, C. C., Huang, Q. et al. (2023). Research on User Booking Behavior in Sharing Service Platforms from a Multi-Layer Trust Perspective. Knowledge Management Forum, 8, 140-154.

has been cited by the following article:

• TITLE: The Impact of Heuristic Cues on User Purchase Decisions in Sharing-Based Short-Term Rental Platforms

  AUTHORS: Menghan Huo, Li Li, Yixuan Yao

  KEYWORDS: Heuristic Cues, Sharing-Based Short-Term Rentals, Consumer Purchase Decisions

  JOURNAL NAME: Open Journal of Social Sciences, Vol.13 No.9, September 30, 2025

  ABSTRACT: Based on data from Airbnb, this study employs the Heuristic-Systematic Model as its theoretical framework. Utilizing facial recognition technology, we extract characteristic variables and construct a multiple linear regression model for empirical testing, aiming to explore the impact of heuristic cues on consumer purchase decisions in sharing-based short-term rental platforms. The main findings are as follows: the attractiveness score of the host’s profile photo, stereotypical impressions, and word-of-mouth reputation all positively influence consumer purchase decisions, while the blurriness of the host’s profile photo negatively affects them. These results provide valuable insights for sharing economy platforms and hosts to optimize information presentation and enhance transaction conversion rates.