The impact of Airbnb cover photo shot-scale presentation on consumer decisions

doi:10.1177/13567667241301814

	The impact of Airbnb cover photo shot-scale presentation on consumer decisions
	Jia, Junqi 1; Jiang, Shiyao2 ; Wang, Yuchen 3
	2025-01-09
在线发表日期	2025-01
发表期刊	JOURNAL OF VACATION MARKETING
摘要	The growing competition for Airbnb properties is making their visual appeal increasingly important. Drawing from the elaboration likelihood model theory, this study aims to investigate the impact of Airbnb cover photo shot-scale presentation on consumer decisions (i.e., click-through and booking intention). Four experiments were conducted focusing on consumers' click-through and booking intentions with different experimental stimuli. In particular, the results of Study 1 (N = 239) demonstrated the interaction effect of shot-scale presentation and regulatory focus, showing that consumers' promotion focus (vs prevention focus) increases their click-through and booking intentions for panoramic (vs close-range) cover photo. Study 2 (N = 176) replicated the findings of Study 1 by manipulating consumers' regulatory focus as a state. Study 3 (N = 201) revealed the mediation role of the depth of information processing between the interaction effect and consumers' click-through and booking intentions. Study 4 (N = 260) further conducted a robustness check to confirm the reliability of the findings. This research bridges photography and hospitality visual marketing literature, enriches theories on visual persuasion and marketing, and offers hosts and platform suggestions on how to use shot-scale to facilitate consumers' decisions.
关键词	Airbnb cover photo shot-scale presentation elaboration likelihood model click-through intention booking intention
DOI	10.1177/13567667241301814
收录类别	SSCI
ISSN	1356-7667
语种	英语
WOS研究方向	Business & Economics ; Social Sciences - Other Topics
WOS类目	Business ; Hospitality, Leisure, Sport & Tourism
WOS记录号	WOS:001392429900001
出版者	SAGE PUBLICATIONS LTD
原始文献类型	Article ; Early Access
EISSN	1479-1870
文献类型	期刊论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/38650
专题	工商管理学院
通讯作者	Wang, Yuchen
作者单位	1.Nankai Univ, Tianjin, Peoples R China; 2.Lanzhou Univ Finance & Econ, Lanzhou, Peoples R China; 3.Hainan Univ, Haikou, Peoples R China
推荐引用方式 GB/T 7714	Jia, Junqi,Jiang, Shiyao,Wang, Yuchen. The impact of Airbnb cover photo shot-scale presentation on consumer decisions[J]. JOURNAL OF VACATION MARKETING,2025.
APA	Jia, Junqi,Jiang, Shiyao,&Wang, Yuchen.(2025).The impact of Airbnb cover photo shot-scale presentation on consumer decisions.JOURNAL OF VACATION MARKETING.
MLA	Jia, Junqi,et al."The impact of Airbnb cover photo shot-scale presentation on consumer decisions".JOURNAL OF VACATION MARKETING (2025).