Trust plays an important role in sharing transactions on short-term rental platforms. However, the impact of host self-description on trust perception and whether trust perception can influence purchase behavior remain under-studied. Therefore, a text analytics framework was proposed to research the relationships among host self-description, trust perception and purchase behavior on Airbnb. Specifically, a deep-learning-based method was designed to automatically code trust perception of host self-descriptions. And the linguistic and semantic features of description texts were extracted with text mining methods. The estimated order quantity was used to quantify purchase behavior. Then, the influence of linguistic and semantic features on trust perception was identified, and the relationship between trust perception and purchase behavior was also verified. The empirical analysis derives the following findings: i. The readability of self-description is positively associated with trust perception; ii. Perspective taking expressed in self-description is also helpful; iii. Excessive positive sentiment expression can raise barriers to trust building; iv. Paying more attention to family relationship, openness, service and travel experience in self-description would be helpful; v. Trust perception can promote purchases. These findings can help hosts write better self-description, which contributes to trust building and purchases on short-term rental platforms.

信任在短期租赁平台上共享交易中起着重要作用。但是，主机自我描述对信任感知的影响以及信任感知是否会影响购买行为的研究仍未得到充分研究。因此，提出了一个文本分析框架来研究Airbnb上主机自我描述，信任感知和购买行为之间的关系。具体来说，设计了一种基于深度学习的方法来自动编写对主机自我描述的信任感知的代码。并利用文本挖掘方法提取了描述文本的语言和语义特征。估计的订单数量用于量化购买行为。然后，确定语言和语义特征对信任感知的影响，并验证了信任感与购买行为之间的关系。实证分析得出以下发现：自我描述的可读性与信任感正相关。ii。在自我描述中表达观点观点也很有帮助；iii。过分积极的情绪表达会增加建立信任的障碍；iv。在自我描述中更多地关注家庭关系，开放性，服务和旅行经验将有所帮助；v。信任感可以促进购买。这些发现可以帮助房东写出更好的自我描述，从而有助于建立信任并在短期租赁平台上进行购买。在自我描述中表达观点观点也很有帮助；iii。过分积极的情绪表达会增加建立信任的障碍；iv。在自我描述中更多地关注家庭关系，开放性，服务和旅行经验将有所帮助；v。信任感可以促进购买。这些发现可以帮助房东写出更好的自我描述，从而有助于建立信任并在短期租赁平台上进行购买。在自我描述中表达观点观点也很有帮助；iii。过分积极的情绪表达会增加建立信任的障碍；iv。在自我描述中更多地关注家庭关系，开放性，服务和旅行经验将有所帮助；v。信任感可以促进购买。这些发现可以帮助房东写出更好的自我描述，从而有助于建立信任并在短期租赁平台上进行购买。