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- W4387463380 abstract "ABSTRACTListing titles significantly impact consumer behaviors on shared-economy platforms (e.g. Airbnb). Due to limited research on the length, informativeness, and creativity of titles in this context, this research investigates consumers’ responses and perceptions towards various types of listing titles by exploring their cognitive processes and conscious preferences. In a three-phase study design, this research analyzed Airbnb listing titles in China and America, conducted eye-tracking experiments, and collected surveys to evaluate the effects of title length and informativeness. The results revealed cultural differences in titles, but similar behaviors among Chinese and English-speaking consumers. Cultural assumptions, processing, and informativeness were discussed.KEYWORDS: Sharing economyhigh/low-context culturedual processonline marketingclick rate Disclosure statementNo potential conflict of interest was reported by the authors.Additional informationFundingThis research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors" @default.
- W4387463380 created "2023-10-10" @default.
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- W4387463380 date "2023-07-24" @default.
- W4387463380 modified "2023-10-18" @default.
- W4387463380 title "Examining cultural differences in Airbnb naming convention and user reception: an eye-tracking study" @default.
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- W4387463380 doi "https://doi.org/10.1080/10548408.2023.2263764" @default.
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