earticle

영어

The sharing economy in which personal resources are shared with others is a new paradigm. In light of this, this study aimed to understand a purchase on a sharing economy platform from the perspective of Aristotle’s ethos (authority), pathos (emotion), and logos (logic). It was hypothesized that a purchase in Airbnb would be affected by Aristotle’s ethos (i.e., super host badge, host review, ID verification), pathos (i.e., use of affective and social word), and logos (i.e., price, occupancy, safety features, room picture, star ratings). An empirical analysis was conducted on 854 products. For ethos, a super host badge and the number of reviews were shown to have a positive impact on the purchase; for pathos, the use of social language was also found to have a positive influence on the purchase. For logos, price, room pictures, and star ratings had a positive impact on the purchase but occupancy had a negative impact. Based on these results, the role of message information in the actual purchase of product in sharing economy was discussed. The findings suggest the importance of the sharing economy in purchasing activity from a practical perspective.