Impact of Web Page House Listing Cues on Internet Rental

Based on a questionnaire survey combining the stimulus-organism-response (S-O-R) theory with the cues theory, this paper establishes hypotheses and uses partial least squares structural equation modelling (PLS-SEM) to study and analyse the impact of web page house listing cues on Internet rental from the perspective of users. The results indicate that: (1) the relevant cues of Internet renting platforms are effective and worthy of attention, (2) the subjective arousal of the tenants triggers their behavioural changes to a large extent, and (3) the sensitivity of the tenants’ behavioural approaches to their feelings is greater than their purchasing intentions. In the context of the rapid development of the online market, understanding the user's response to target information is essential to promote the optimisation of the Internet rental platform, to improve the efficiency of online housing selection, and to encourage healthy development of the rental housing market.