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Keywords: Perceived trustworthiness
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Journal Articles
International Journal of Contemporary Hospitality Management (2022) 34 (3): 929–950.
Published: 31 December 2021
...-commerce context. Excessively high attractiveness and plain looking of hosts are likely to decrease consumers’ booking decision while moderately attractive hosts will stimulate more booking behaviors. Moreover, perceived trustworthiness mediates the effect of physical attractiveness on booking decision...
