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Hue, brightness, saturation, and caption description: which attributes impact listing preferences on digital accommodation platforms?

Shixuan Fu (University of Science and Technology Beijing, Beijing, China)
Xusen Cheng (Renmin University of China, Beijing, China)
Anil Bilgihan (Florida Atlantic University, Boca Raton, Florida, USA)
Fevzi Okumus (University of Central Florida, Orlando, Florida, USA)

Internet Research

ISSN: 1066-2243

Article publication date: 28 February 2023




Images and caption descriptions serve as important visual stimuli that influence consumer preferences; therefore, the current study focuses on property images and captions illustrated on the home pages of accommodation-sharing platforms. Specifically, this study investigates the relative importance of hue, brightness and saturation of a property image and caption description styles on potential consumers’ preferences.


A mixed-method approach was used, and a total of 293 valid responses were collected through a discrete choice experiment approach. Interviews were conducted for additional analyses to explore the detailed explanations.


The utility model demonstrated that the image’s saturation was the most critical attribute perceived by the respondents, followed by caption description style, hue and brightness.


This is one of the first studies to investigate the display of attributes on a digital accommodation platform by exploring potential customers’ stated preferences. This study focuses explicitly on images and captions illustrated on the home page of an accommodation booking platform. Detailed image investigation is also a new research area in sharing economy-related research.



This study is an extension of the authors’ previous conference paper: “Fu, S., Cheng, X., Bao, Y., Su, L. (2018). Consumers’ Stated Preference Towards the Exhibition of House Listings’ Attributes in Sharing Economy Driven Short Rental Platforms. China Summer Workshop on Information Management, Qingdao, China.”

The authors addressed the comments raised during the conference by screening suitable samples and re-analyzing the data.

The authors would like to thank National Natural Science Foundation of China (Grant No. 71871061; 72001005), School of Interdisciplinary Studies in Renmin University of China and Metaverse Research Center in Renmin University of China for providing support.


Fu, S., Cheng, X., Bilgihan, A. and Okumus, F. (2023), "Hue, brightness, saturation, and caption description: which attributes impact listing preferences on digital accommodation platforms?", Internet Research, Vol. ahead-of-print No. ahead-of-print.



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