Congruence in Communication and Customer Booking Decision: A Cognitive Heuristic Perspective

IF 3.1 3区经济学 Q2 BUSINESS

International Journal of Business Communication Pub Date : 2023-03-06 DOI:10.1177/23294884231157561

Hongli Wang, Cuiqi Liang, Yunxia Zhu, Mengnan Zhou

引用次数: 0

Abstract

This study adopts a cognitive heuristic perspective to examine the role of congruence in communication in influencing customer decision-making in the Airbnb context. It is well accepted that home-feeling is an important guest experience of Airbnb. We particularly examine how potential guests source credible online home-feeling-oriented information to make booking decisions. Existing research on home-feeling and its positive impact focus on a single source of information, either from the host or the guest while overlooking the (in)congruence of information of these sources. The results of polynomial regressions on 2,644 matching data from Airbnb support our view. Our findings show that booking will be higher when guest reviews and host self-descriptions are aligned with a high-level congruence of home-feeling-oriented information. However, when they are not closely aligned, a better outcome of booking is achieved based on a high level of home-feeling-oriented information from guest review than that from host self-descriptions.

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沟通中的一致性与客户预订决策：认知启发式视角

本研究采用认知启发式的视角来检验在Airbnb环境中，沟通中的一致性在影响客户决策中的作用。人们普遍认为，家的感觉是爱彼迎重要的客人体验。我们特别研究了潜在客人如何在网上获得可靠的以家庭感觉为导向的信息，以做出预订决定。现有的关于家庭感觉及其积极影响的研究侧重于来自主人或客人的单一信息来源，而忽略了这些来源的信息一致性。对爱彼迎2644个匹配数据的多项式回归结果支持了我们的观点。我们的研究结果表明，当客人的评价和主人的自我描述与以家庭感觉为导向的信息高度一致时，预订量会更高。然而，当它们不紧密一致时，基于来自客人评论的高水平的以家庭感觉为导向的信息，预订的结果会比来自主人自我描述的信息更好。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Business Communication Multiple-

CiteScore

7.70

自引率

14.30%

发文量

期刊介绍： The International Journal of Business Communication (IJBC) publishes manuscripts that contribute to knowledge and theory of business communication as a distinct, multifaceted field approached through the administrative disciplines, the liberal arts, and the social sciences. Accordingly, IJBC seeks manuscripts that address all areas of business communication including but not limited to business composition/technical writing, information systems, international business communication, management communication, and organizational and corporate communication. In addition, IJBC welcomes submissions concerning the role of written, verbal, nonverbal and electronic communication in the creation, maintenance, and performance of profit and not for profit business.