Does a Smile Open All Doors? Understanding the Impact of Appearance Disclosure on Accommodation Sharing Platforms

Date
2020-01-07
Authors
Abramova, Olga
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Abstract
Online photographs govern an individual’s choices across a variety of contexts. In sharing arrangements, facial appearance has been shown to affect the desire to collaborate, interest to explore a listing, and even willingness to pay for a stay. Because of the ubiquity of online images and their influence on social attitudes, it seems crucial to be able to control these aspects. The present study examines the effect of different photographic self-disclosures on the provider’s perceptions and willingness to accept a potential co-sharer. The findings from our experiment in the accommodation-sharing context suggest social attraction mediates the effect of photographic self-disclosures on willingness to host. Implications of the results for IS research and practitioners are discussed.
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The Sharing Economy, airbnb, online photographs, self-disclosure, sharing economy, social attraction
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