Do photos matter? the effect of hosts’ facial features on customers’ booking intentions in peer-to-peer accommodation: heterogeneity of host gender

Abstract

AbstractThis study aims to investigate the effect of hosts’ facial features of different genders on customers’ booking intentions on the Airbnb shared accommodation platform. A comprehensive model was built to analyze hosts’ facial features in the United States (n = 105,084) through big data combined with an artificial intelligence facial recognition system. Results show that beauty, smile, aging, and wearing glasses positively affect customers’ booking intentions. There is gender heterogeneity in the effect of hosts’ facial features on customers’ booking intentions. Compared to female hosts, smiling is significant for male hosts, and wearing glasses has a greater impact on female hosts. Host reputation somewhat weakens the positive effect of host facial features on customers’ booking intentions, and the shared housing type strengthens the positive effect of facial features on customers’ booking intentions. This study provides insights into customer decision-making that may be influenced by hosts’ facial features.