User presence in online product reviews: The dual effects on purchase intention

IF 9.8 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-06-27 DOI:10.1016/j.jbusres.2025.115563

Yan Kou , Samart Powpaka , Lanlan Zhou , Jiangyu Huang , Dong Lu

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引用次数: 0

Abstract

Consumers frequently post selfies featuring product usage in online product reviews. This research investigates the dual effects of user presence in product reviews (UPPR) on viewers’ purchase intention and the underlying psychological mechanisms. Through three experiments and an analysis of field data of 3,577 products, our findings revealed that UPPR influences purchase intention in two significant ways, enhancing sense of social presence while decreasing self-congruity. The net effect of UPPR on purchase intention is determined by the diagnosticity of the UPPR information. When UPPR is highly diagnostic, the negative impact of reduced self-congruity dominates, lowering purchase intentions. Conversely, when UPPR is low in diagnosticity, the positive effect of increased sense of social presence prevails, boosting purchase intentions. The findings provide significant theoretical insights into social influence and self-congruity construction in the digital world and offer crucial practical implications for electronic word-of-mouth marketing.

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在线产品评论中的用户存在感：对购买意愿的双重影响

消费者经常在在线产品评论中发布产品使用情况的自拍照。本研究探讨了用户在产品评论中的存在感（UPPR）对浏览者购买意愿的双重影响及其潜在的心理机制。通过三个实验和对3577种产品的实地数据分析，我们发现UPPR对购买意愿的影响有两种显著方式：增强社会存在感，降低自我一致性。upppr对购买意愿的净效应是由upppr信息的诊断性决定的。当upppr具有高度诊断性时，自我一致性降低的负面影响占主导地位，降低了购买意愿。相反，当UPPR的诊断性较低时，社会存在感的增加会产生积极的影响，从而促进购买意愿。研究结果对数字世界的社会影响和自我一致性构建提供了重要的理论见解，并为电子口碑营销提供了重要的实践启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.