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However, information asymmetry between host and guest has been identified as a problem in sharing economy contexts. In this paper, to fill this gap, the authors develop six hypotheses about the focal impacts of self-presentation strategy and the moderating effects of third-party certification. Based on data from Airbnb, the authors first examine how the tactics of self-presentation strategy influence consumer purchase behavior. The results show that different self-presentation tactics affect consumer purchase behavior differently. 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