SELF-DISCLOSURE AND PERCEIVED TRUSTWORTHINESS OF AIRBNB HOST - - PowerPoint PPT Presentation

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SELF-DISCLOSURE AND PERCEIVED TRUSTWORTHINESS OF AIRBNB HOST - - PowerPoint PPT Presentation

Nov 06, 2022 554 likes •986 views

SELF-DISCLOSURE AND PERCEIVED TRUSTWORTHINESS OF AIRBNB HOST PROFILES Xiao Ma [1] Jeff Hancock [2] Kenneth Lim Mingjie [3] Mor Naaman [1] [1] Social Technologies Lab, Cornell Tech [2] Department of Communication, Stanford University [3] Department

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SELF-DISCLOSURE AND PERCEIVED TRUSTWORTHINESS OF AIRBNB HOST PROFILES

Mor Naaman[1]

[1] Social Technologies Lab, Cornell Tech [2] Department of Communication, Stanford University [3] Department of Computer Science, Cornell University

Jeff Hancock[2] Kenneth Lim Mingjie[3]

xiao@jacobs.cornell.edu | maxiao.info

Xiao Ma[1]

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Life is beautiful, so let's enjoy it. Host 1 We look forward to hosting you. Host 2

WHO DO YOU FEEL MORE COMFORTABLE STAYING WITH?

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TRUST ENABLES SOCIAL EXCHANGE (E.G. AIRBNB)

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A MILLION WAYS THINGS COULD GO WRONG

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Is this host capable of keeping his/her place clean, safe and comfortable? Does this host care about satisfying my needs during my stay? Will this host stand me up when I show up?

Will I get killed????

Is this host overcharging me?

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DIFFERENT MECHANISMS FOR TRUST ON AIRBNB

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Reputation System e.g. ratings, reviews Computer Mediated Communication e.g. descriptions, chat, profiles Assurance Policy e.g. customer service, host guarantee profiles

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A PERSONAL EXAMPLE

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PREVIOUS WORK ON ONLINE PROFILES

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Signaling theory. Spence (2002), Donath (2007) Profile as promise. Ellison, Hancock, Toma (2011)

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RESEARCH QUESTIONS

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RQ1: What kinds of information do hosts self-disclose to signal their trustworthiness? RQ2: What is the effect of different types of self-disclosure

  • n perceived trustworthiness?

RQ3: Do profile-based perceptions of trustworthiness predict choice of host on Airbnb?

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SLIDE 9

OUTLINE

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Method What do hosts self- disclose? How does self-disclosure impact perceived trustworthiness? Does perceived trustworthiness predict choice? Discussion, Limitation, Future Work

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DEVELOPING TOPICS

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An iterative, inductive approach

Another 300 Sentences

Coder 1 Coder 2

300 Sentences 5,248 sentences from 1,234 profiles

Kappa < 0.5 Kappa ranges from 0.5 - 0.8

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SLIDE 11

AIRBNB HOST PROFILES DATASET

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https://github.com/sTechLab/AirbnbHosts

1.2k

host profiles

5.2k

sentences

8

topics

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WHAT DO HOSTS DISCLOSE IN PROFILES?

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SLIDE 13

WHAT DO HOSTS DISCLOSE IN PROFILES?

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WHAT DO HOSTS DISCLOSE IN PROFILES?

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WHAT DO HOSTS DISCLOSE IN PROFILES?

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WHAT DO HOSTS DISCLOSE IN PROFILES?

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DIFFERENCES BY HOST TYPE

Comparing on-site hosts with remote hosts

20 40 60 80 AVERAGE WORD COUNT

56 66

ON-SITE REMOTE

62% 38%

ON-SITE REMOTE

* T-tests significant at p<.01 level

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DIFFERENCES BY HOST TYPE

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0% 25% 50% 75% INTERESTS & TASTES PERSONALITY

21% 53% 35% 67%

ON-SITE REMOTE

On-site hosts are more likely to talk about Interests & Tastes and Personality.

* T-tests significant at p<.001 level

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SLIDE 19

OUTLINE

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Method What do hosts self- disclose? How does self-disclosure impact perceived trustworthiness? Does perceived trustworthiness predict choice? Discussion, Limitation, Future Work

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MEASURING TRUST

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Does Trust Beget Trustworthiness? Kiyonari, Yamagishi, Cook, Cheshire (2006)

Trust Exhibited by a truster. Potential Guest Trustworthiness Attribute of a trustee. Host Perceived Trustworthiness What we measure in this work. Potential Guest

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MEASURING TRUST

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Trust, reciprocity, and social history. Berg (1995)

Trust Game

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GUEST TRUST SCALE

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I am confident that the host…

An integrative model of organizational trust. Mayer, Davis, Schoorman (2005)

Is capable of paying his/her own rent or mortgage. Maintains a clean, safe, and comfortable household.

Ability Benevolence

Will be concerned about satisfying my needs during the stay. Will go out of his/her way to help me in case of emergency during my stay.

Integrity

Will stick to his/her word, and be there when I arrive instead of standing me up. Will not intentionally harm, overcharge, or conduct a scam on me.

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PERCEIVED TRUSTWORTHINESS RATING

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Not confident Highly confident 10% 20% 0% 100% 90%

Please rate how confident you are about each of the statements per self-introduction based on the text alone. Host Profile Text

…… 80%

1.2k

host profiles

5

judges / profile

X

[Maintains a clean, safe, and comfortable household.]

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WHAT DETERMINES PERCEIVED TRUSTWORTHINESS?

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PERCEIVED TRUSTWORTHINESS BY LENGTH

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Ability

25 50 75 100 1 10 100 1 Perceived Trustworthiness

Longer profiles are perceived as more trustworthy — with diminishing returns.

“100” means that “I am 100% confident the host is trustworthy”.

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SLIDE 26

PERCEIVED TRUSTWORTHINESS BY LENGTH

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Ability Benevolence Integrity

25 50 75 100 1 10 100 1 10 100 1 10 100 Word Count Perceived Trustworthiness

Longer profiles are perceived as more trustworthy — with diminishing returns.

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WHAT DO HOSTS DISCLOSE IN PROFILES?

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NUMBER OF TOPICS MENTIONED IN PROFILE

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COUNT

100 200 300 400

NUMBER OF TOPICS MENTIONED IN THE PROFILE 1 2 3 4 5+

336 269 239 231 117

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ANALYSIS OF TOPIC COMBINATIONS (1, 2, 3 TOPICS)

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Work or Education Origin or Residence Hospitality Personality Interests & Tastes Travel Life Motto & Values Relationships

The Distribution of Perceived Trustworthiness Score for One-topic Profiles (N = 117)

Life is beautiful, so let's enjoy it. Host 1 We look forward to hosting you. Host 2

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SLIDE 30

ANALYSIS OF TOPIC COMBINATIONS (1, 2, 3 TOPICS)

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Work or Education Origin or Residence Hospitality Personality Interests & Tastes Travel Life Motto & Values Relationships

The Distribution of Perceived Trustworthiness Score for One-topic Profiles (N = 117)

Life is beautiful, so let's enjoy it. Host 1 We look forward to hosting you. Host 2

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SLIDE 31

ANALYSIS OF TOPIC COMBINATIONS (1, 2, 3 TOPICS)

31

Work or Education Origin or Residence Hospitality Personality Interests & Tastes Travel Life Motto & Values Relationships

The Distribution of Perceived Trustworthiness Score for One-topic Profiles (N = 117)

Life is beautiful, so let's enjoy it. Host 1 We look forward to hosting you. Host 2

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SLIDE 32

OUTLINE

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Method What do hosts self- disclose? How does self-disclosure impact perceived trustworthiness? Does perceived trustworthiness predict choice? Discussion, Limitation, Future Work

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A PERSONAL EXAMPLE

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MULTIPLE TOPICS + HOSPITABLE LANGUAGE

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Origin or Residence Work or Education Interests & Tastes Hospitality Travel Relationships Personality Life Motto & Values

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BETTER PROMPTS?

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COMPUTATIONAL APPROACH?

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A computational approach to politeness with application to social factors. Danescu-Niculescu-Mizil, Sudhof, Jurafsky, Leskovec, Potts (2013)

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AIRBNB HOST PROFILES DATASET

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https://github.com/sTechLab/AirbnbHosts

1.2k

host profiles

5.2k

sentences

8

topics

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SLIDE 38

ONE LAST THING (USUALLY)

38

xm75@cornell.edu | maxiao.info

[1] Social Technologies Lab, Cornell Tech [2] Department of Communication, Stanford University [3] Department of Computer Science, Cornell University

Mor Naaman[1] Xiao Ma[1] Jeff Hancock[2] Kenneth Lim Mingjie[3]

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BONUS SCENE

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https://www.theguardian.com/us-news/video/2015/jun/16/donald-trump-us-president-republicans-video

“You will find staying with me an enriching experience.”

“Trumping Promises”

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BONUS SCENE

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https://bit.ly/airbnb-ma

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ONE LAST THING (REALLY)

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xm75@cornell.edu | maxiao.info

[1] Social Technologies Lab, Cornell Tech [2] Department of Communication, Stanford University [3] Department of Computer Science, Cornell University

Mor Naaman[1] Xiao Ma[1] Jeff Hancock[2] Kenneth Lim Mingjie[3]

https://bit.ly/airbnb-ma

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