Why is a picture ‘worth a thousand words’? Pictures as information in perceived helpfulness of online reviews

International Journal of Consumer Studies - Tập 45 Số 3 - Trang 364-378 - 2021
Ruijuan Wu1, Heng‐Hui Wu2, Cheng Lu Wang3
1Department of Business Management, School of Management, Tianjin University of Technology, Tianjin, P.R. China
2Department of Business Administration, Providence University, Taichung City, Taiwan
3Department of Marketing, Pompea College of Business, University of New Haven, West Haven, CT, USA

Tóm tắt

AbstractThe hybrid review format (verbal reviews accompanied by pictures) is increasingly prevalent in online consumer reviews. However, the mechanism behind the superiority effect of hybrid reviews is still unclear. Unlike previous studies based on information processing theory that emphasize the imagery‐provoking ability of the verbal information, we contend that imagery in hybrid reviews is the information that adds more diagnostic value to online reviews and thus makes the reviews more helpful. Our experimental studies found that hybrid reviews were perceived as more helpful than word‐only reviews, and this effect was explained by the perceived amount of information. Moreover, the superiority effect of hybrid reviews on perceived helpfulness was found to be contingent on the review extremity and viewing tasks. These results confirmed our hypothesis of picture as information, explaining the superiority effect of hybrid reviews and pinpointed the conditions under which such an effect would occur or disappear.

Từ khóa


Tài liệu tham khảo

Aaker D. A., 1990, Measuring audience perceptions of commercials and relating them to ad impact, Journal of Advertising Research, 30, 7

10.1080/10864415.2016.1061471

10.1108/JRIM-10-2018-0136

10.1080/02650487.2007.11073016

10.1037/0033-2909.103.3.411

10.2753/JEC1086-4415170204

10.1108/09590550510600870

10.1111/j.1468-2958.1975.tb00258.x

10.1108/JRIM-04-2018-0049

10.1057/ejis.2010.42

10.1177/135910457000100301

10.1007/BF01073404

10.2753/MIS0742-1222230207

10.1080/10641734.1995.10505022

10.1086/208944

eMarketer. (2018 June).The role of customer product reviews.http://www.emarketer.com/Article.aspx?R=1008019

10.1016/j.jbusres.2014.11.006

10.1016/j.im.2018.04.010

10.1016/j.chb.2018.05.042

10.1016/j.ijhm.2018.07.013

10.1287/isre.1080.0193

10.1038/scientificamerican0979-180

10.1016/j.jbusres.2005.10.004

10.1016/j.jbusres.2009.01.015

10.1002/mar.20324

10.1086/208570

10.3758/MC.36.7.1351

10.1080/00913367.1976.10672644

10.1108/IntR-09-2013-0199

10.1108/JRIM-10-2019-0163

10.1177/1077727X00283002

10.1002/mar.20204

10.1177/002224378402100106

10.1016/j.chb.2012.05.018

10.1080/10641734.2009.10505262

10.2753/JEC1086-4415170404

10.1111/ijcs.12589

10.1108/JRIM-09-2018-0115

10.1108/17505931211241341

10.1016/j.intmar.2018.05.005

10.1037/0021-9010.62.4.493

10.1016/j.annals.2005.07.002

10.1177/1470357205055928

10.1111/ijcs.12617

10.2307/20721420

10.1108/JRIM-07-2019-0110

10.1080/10548408.2015.1075455

10.1080/00913367.1990.10673191

Paivio A., 1971, Imagery and cognitive processes

Paivio A., 1986, Mental representations: A dual‐coding approach

10.1016/j.jretai.2011.05.002

10.2753/JEC1086-4415110405

10.1287/isre.1060.0106

Petty R. E., 2011, Handbook of theories of social psychology, 224

10.1037/0021-9010.88.5.879

10.3758/BF03206553

10.1080/00273170701341316

10.1108/JRIM-11-2018-0147

10.1037/0033-295X.86.1.61

10.2307/1250490

10.1086/209488

10.2753/JOA0091-3367400301

10.1016/j.elerap.2009.03.004

10.1037/0022-3514.52.4.689

10.1037/0033-2909.105.1.131

Solomon M. R., 2011, Consumer behavior

Stewart D. W., 1986, Effective television advertising: A study of 1000 commercials

10.1080/00913367.1989.10673158

Su D., 2011, Research on online shopping intention of undergraduate consumer in China—Based on the theory of planned behavior, International Business Research, 4, 86

10.20547/jms.2014.1704202

Then N. K., 1999, Apparel shopping on the web, Journal of Family & Consumer Science, 91, 65

10.1086/673521

10.1016/j.ijhm.2015.01.008

10.1177/002224379102800210

10.1108/JRIM-05-2018-0071

10.1007/s10660-015-9200-9

10.1207/S15327663JCP0902_5

10.1002/(SICI)1520-6793(199703)14:2<185::AID-MAR5>3.0.CO;2-9

10.1016/j.intmar.2015.11.001

10.1016/j.chb.2014.05.030

10.1509/jm.74.2.133

Thông tin
Thông tin xuất bản

International Journal of Consumer Studies

Tập 45 Số 3

364-378

Thông tin tác giả