(The) signaling effect of group-type profile pictures in the sharing economy: the case of Airbnb호스트의 프로필 사진이 에어비앤비 숙소 예약률에 미치는 영향: 단체사진의 신호효과를 중심으로

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Sharing economy platforms offer opportunities for sellers to generate profits by sharing idle assets to buyers. This transaction leads to the critical dependence of the buyer’s experience on the seller’s behavior. However, as the platform provides only limited information about the seller, buyers are having difficulty in predicting the seller’s opportunistic behavior, which is called seller uncertainty. While there is rich literature exploring the seller uncertainty within the scope of the traditional p2p market, little is known about the seller uncertainty in sharing economy, although the expanded role of the seller exacerbates the risk of uncertainty. Therefore, this paper aims to investigate the effect of seller uncertainty in sharing economy by using signaling effect theory. We utilized a deep learning-based face detection model to extract the number of faces from profile pictures of 14,799 hosts in Airbnb and analyzed the impact of pictures on occupancy rate. The result demonstrates that profile pictures have a signaling effect in sharing economy platforms. Moreover, by showing the moderating effect of the crime rate, this paper indicates that seller uncertainty in sharing economy involves concern for safety.
Advisors
Lee, Chul Horesearcher이철호researcher
Description
한국과학기술원 :기술경영학부,
Publisher
한국과학기술원
Issue Date
2021
Identifier
325007
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 기술경영학부, 2021.8,[iii, 22 p. :]

Keywords

Sharing economy▼aAirbnb▼aSignaling effect▼aSeller uncertainty▼aCrime▼aProfile picture▼aSafety▼aFace detection; 공유경제▼a에어비앤비▼a신호효과▼a판매자불확실성▼a범죄▼a사진▼a안전성▼a얼굴인식

URI
http://hdl.handle.net/10203/295070
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=963553&flag=dissertation
Appears in Collection
MG-Theses_Master(석사논문)
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