The impact of virtual presence on willingness to book: The moderating role of self-construal and gender

Abstract

Although there is wide agreement that the mere presence of others influences one’s decision-making process, little research is conducted to understand whether the effect of the presence of others influences consumer behaviors in an online context. To fill this gap, the current research explores the effect of virtual presence on customer’s willingness to book (WTB). The first study examines the interaction effect of a pictorial virtual presence of others and self-construal on WTB. The results demonstrate a higher booking intention among independent individuals when others are depicted in the hotel booking image. The second study examines the interaction effect of a descriptive virtual presence and gender on WTB. The results demonstrate a higher booking intention among females when a majority of customers who purchased the hotel room are females versus males. The results further indicate that a perceived similarity mediates the impact of a descriptive virtual presence and gender on WTB among females.