While previous studies have examined social and emotional value through textual cues, the precise impact of these values conveyed by hosts' facial images, as depicted in their profile photos, on consumer booking intentions is unclear. This study aims to fill this gap by exploring how these values from hosts' facial images affect consumer's booking intentions. To this end, we proposed a deep learning framework to evaluate the social and emotional signals conveyed through hosts' facial images. Then, using data from 44,583 listings in six major US cities, we find a positive correlation between the social signal and consumer's booking intention, while the emotional signal shows a U-shaped relationship. Additionally, the impact of social and emotional signals differs across room type, with non-entire rental consumers more likely to be influenced by social signals and entire room consumers by emotional signals. Our findings emphasize the significance of non-functional values in P2P accommodation.

中文翻译：

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P2P住宿中的视觉线索和消费者的预订意图：探索房东个人资料照片中社交和情感信号的作用

虽然之前的研究通过文本线索考察了社会和情感价值，但通过主人个人资料照片中描绘的面部图像所传达的这些价值观对消费者预订意图的确切影响尚不清楚。本研究旨在通过探索房东面部图像中的这些值如何影响消费者的预订意图来填补这一空白。为此，我们提出了一个深度学习框架来评估通过主持人的面部图像传达的社交和情感信号。然后，利用美国六个主要城市的 44,583 个房源的数据，我们发现社交信号与消费者的预订意愿之间呈正相关，而情感信号则呈现出 U 形关系。此外，社交和情感信号的影响因房间类型而异，非整个租赁消费者更容易受到社交信号的影响，而整个房间消费者更容易受到情感信号的影响。我们的研究结果强调了 P2P 住宿中非功能性价值的重要性。