Journal
INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT
Volume 56, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.ijinfomgt.2020.102265
Keywords
Host; Face; Perceived trustworthiness; Dangerous decisions theory; Deep learning
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Renting a property via peer-to-peer platforms comes with various risks, as humans tend to rely on facial cues and reputational information when assessing trustworthiness. However, relying solely on perceived facial trustworthiness may lead to overvaluation, and it is important to combine this with more objective measures like 'super host' status to make a more balanced assessment.
Renting a property via a peer-to-peer platform involves a variety of risks. Humans inherently, subconsciously use facial cues as important shortcuts in making assessments about other persons. On property sharing platforms, such as Airbnb, facial cues can be used in a similar fashion alongside reputational information. According to Dangerous Decisions Theory (DDT), intuitive evaluations of trustworthiness based on faces can bias subsequent assessment of an individual, requiring further information sources to make a more balanced assessment. In this study we apply DDT to demonstrate that evaluations based on perceived facial trustworthiness are overvalued; when combined with reputational measures, such as 'super host' status, such assessments are diminished. The study is based on deep learning to classify host faces for a large data set of online accommodation (n = 78,386). The research demonstrates that facial trust cues in online platforms should be treated with caution and must be combined with more objective measures of reputation in order to reduce the effects of overvaluation. The paper concludes with implications for practice and future research.
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