Virtue Signaling in the Sharing Economy: The Effect of Airbnb Entrepreneurs’ Virtue Language on Airbnb Price Premiums
研究了Airbnb房源描述中美德语言的使用与价格溢价的关系，发现适度使用能提升价格，但过度使用会适得其反，且该效应在创业者可信度高或市场保守时更明显。
Drawing from costless signaling research, we examine the role of virtue language in Airbnb listings. We propose that virtue language espoused by entrepreneurs is beneficial for Airbnb price premiums—but only to a certain extent. Specifically, we argue that virtue language espoused by entrepreneurs has a curvilinear relationship with the price premium of their listings, suggesting that excessive use is seen as dishonest and becomes detrimental to their performance. We also suggest that this relationship is more pronounced when the entrepreneur is perceived to be more credible and when the entrepreneur is venturing into more conservative markets.