Bai, S. and Huang, X. and Han, Chunjia and Yang, Mu and Yu, D. and Li, Q. (2025) Is beauty important? Exploring the effect of housing agents’ beauty on customers’ online renting decision-making: an AI-based big data analysis. Asia Pacific Journal of Marketing and Logistics , ISSN 1355-5855. (In Press)
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Is Beauty Important? Exploring the Effect of Housing Agents’ Beauty on Customers’ Online Renting Decision-Making- An AI-Based Big Data Analysis.pdf - Author's Accepted Manuscript Available under License Creative Commons Attribution. Download (447kB) |
Abstract
Purpose: The purpose of this study is to investigate the effects of housing agents’ images facial features, and electronic word-of-mouth (e-WOM) on the potential customers’ signup decision-making on an online rental platform. Design/methodology/approach: Based on the first impression theory, an artificial intelligence face recognition system was applied, and a regression model was built to analyze 2,797 housing agents’ online images from Ziroom, a Chinese leading O2O rental platform. Findings: The results show that the housing agents’ images facial features (beauty, smile, age), and e-WOM have a significant effect on customer signup conversion rates. And housing agents’ beauty weakens the positive effect of housing agents’ smile, age, and e-WOM on customer signup conversion rates. Originality/value: This research applies artificial intelligence face recognition technology, simultaneously broadening the first impression theory to online long-term rental platforms. It also provides insights into the role of housing agents’ online image facial features, and e-WOM in customer behavior and decision-making.
Metadata
| Item Type: | Article |
|---|---|
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Chunjia Han |
| Date Deposited: | 10 Jun 2025 10:22 |
| Last Modified: | 10 Jul 2025 00:03 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/55709 |
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