Hosts’ facial affinity in peer-to-peer platforms: Scale development and validation

In peer-to-peer (P2P) accommodation booking platforms, the affinities expressed in hosts' profile photos are critical in influencing consumers' booking decisions. However, only a few studies have measured the hosts' facial affinity. To fill this gap, this study proposes and validates a scale for measuring hosts' facial affinity. Study 1 constructed an initial item pool by performing a literature review, a semi-structured questionnaire survey and in-depth interviews. Study 2 performed an exploratory factor analysis and identified four factors, namely, friendly and inclusive, attentive and sociable, attractive and lifeful and capable and knowledgeable. Study 3 developed a reflective–formative model and adopted a two-stage approach for assessing this model. Our findings reveal that hosts' facial affinity serves as a visual stimulus that enhances consumers' trust and positive affect, which in turn significantly increases their willingness to book. This study elucidates the mechanisms behind how hosts' facial affinity influences consumers' booking decisions on P2P platforms by integrating social cognitive theory and stimulus–organism–response theory. This study contributes to the literature on hosts' affinity by conceptualising and presenting a reliable tool for assessing hosts’ facial affinity. Hosts can apply these findings to present themselves strategically in their profile photos by conveying affinity traits.