Trust Me, I’m Agreeable: The Role of Perceived Host Personality Traits in Airbnb Booking Intention

Purpose – This study examines the role of host personality traits in perceived host reputation, trustworthiness, and booking intention on Airbnb. Specifically, it explores the role of verbal (host description and personality) and visual cues (host photo, “Superhost” badge), grounded in the signaling theory as the theoretical setting. Methodology – A quasi-experimental study was conducted using a convenience sample of 220 respondents. Host descriptions were pretested with the Apply Magic Sauce tool, developed by the University of Cambridge, to ensure alignment with specific personality traits. The main study used an online structured questionnaire to measure hosts’ perceived personality, reputation, and trustworthiness, as well as booking intention. Findings and Implications – Perceived host trustworthiness and booking intention vary significantly depending on the personality of the host, but there is no effect on perceived host reputation. Perceived agreeableness had the strongest positive effect on booking intention, followed by openness, extraversion, and conscientiousness. Neuroticism had a moderate negative effect. These findings offer practical value for Airbnb hosts and platform designers: emphasizing traits such as agreeableness and applying trust-enhancing imagery may boost bookings. Limitations – The present study has several limitations, including the use of a convenience sample and an online setting that may limit generalizability and introduce response bias. Additionally, improvements in stimuli design and exploration of mediation models could enhance the clarity and depth of findings. Originality – This study is among the first to integrate perceived host personality traits and visual design cues in the context of peer-to-peer accommodation, offering a novel interdisciplinary perspective on digital trust and consumer decision-making within the sharing economy.

Abstract licence: CC BY-NC

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