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제2분과 : 마케팅 / MIS, 좌장 : 이인구 (선문대)
P2P 플랫폼에서 텍스트 설명은 어떻게 신뢰와 행동을 유도하는가 : 에어비앤비 사례 기반 분석
How Textual Framing Shapes Trust and Behavior in Peer-to-Peer Platforms : Evidence from Airbnb
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- 발행기관
- 한국전문경영인학회 바로가기
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- 간행물
- 한국전문경영인학회 학술대회 발표논문집 바로가기
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- 통권
- 2025 (사)한국전문경영인(CEO)학회 춘계학술대회 (2025.05)바로가기
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- 페이지
- pp.53-54
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- 저자
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- 언어
- 영어(ENG)
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- URL
- https://www.earticle.net/Article/A466513
원문정보
초록
- 영어
- In peer-to-peer accommodation platforms like Airbnb, property descriptions serve not only as informative content but also as persuasive tools that shape user expectations and decisions. While previous studies have focused on visual cues, pricing, and reviews, the linguistic style and framing of these descriptions remain underexplored. This study investigates how the informational versus emotional orientation of property descriptions—and the presence of negative keywords—affect two key user outcomes: booking behavior and customer satisfaction. Grounded in expectation disconfirmation theory, the study conceptualizes textual descriptions as signals that manage user expectations and convey authenticity or risk. Using a large-scale dataset of over 60,000 Airbnb listings in the United States, we apply natural language processing (NLP) and sentiment analysis to classify descriptions and identify negative expressions. These linguistic features are then used as explanatory variables in Poisson and negative binomial regression models to analyze count-based booking behavior, and in OLS models for continuous satisfaction ratings. We also introduce interaction terms to examine the moderating effects of negative keywords. Our research addresses the following questions: (1) How do information-based and emotion-based descriptions affect booking and satisfaction outcomes? (2) Does the presence of negative keywords enhance or undermine the persuasive effectiveness of these descriptions? (3) How do these textual strategies interact to shape user judgment? This study contributes to the literature on platform-mediated markets by demonstrating how language functions not only as a means of communication but also as a strategic framing and signaling mechanism. It shows that textual cues can shape trust, credibility, and expectation managementin online peer-to-peer environments. From a practical standpoint, platforms can leverage these insights to design tools and nudges that assist hosts in crafting effective, trustworthy, and expectation-aligned descriptions.
키워드
P2P Platforms Sharing Economy Hospitality Platforms Airbnb Textual Framing User Behavior Decision-making Expectation Disconfirmation Theory저자
간행물 정보
발행기관
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- 발행기관명
- 한국전문경영인학회 [Korea CEO Academy]
- 설립연도
- 1997
- 분야
- 사회과학>경영학
- 소개
- 국내외의 전문경영인에 관련된 학술연구와 이의 진흥과 보급을 목적으로 하며, 회원 상호간의 학술교류와 친목 도모, 유관기관 및 외국 학자와의 학술교류 촉진 등을 도모하는 것을 목적으로 한다.
간행물
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- 간행물명
- 한국전문경영인학회 학술대회 발표논문집
- 간기
- 반년간
- 수록기간
- 2016~2025
- 십진분류
- KDC 325 DDC 330
이 권호 내 다른 논문 / 한국전문경영인학회 학술대회 발표논문집 2025 (사)한국전문경영인(CEO)학회 춘계학술대회
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