Influence of Images in Online Reviews for Search Goods on Helpfulness

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2020-03-14 DOI:10.1515/roms-2019-0072

Lars Osterbrink, P. Alpar, Alexander Seher

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引用次数: 2

Abstract

Abstract Reviewing and rating are important features of many social media websites, but they are found on many e-commerce sites too. The combination of social interaction and e-commerce is sometimes referred to as social commerce to indicate that people are supporting each other in the process of buying goods and services. Rgeviews of other consumers have a significant effect on consumer choice because they are usually considered authentic and more trustworthy than information presented by a vendor. The collaborative effort of consumers helps to make the right purchase decision (or prevent from a wrong one). The effect of reviews has often been researched in terms of helpfulness as indicated by their readers. Images are an important factor of helpfulness in reviews of experience goods where personal tastes and use play an important role. We extend this research to search goods where objective characteristics seem to prevail. In addition, we analyze potential interaction with other variables. The empirical study is performed with regression analyses on 3,483 search good reviews from Amazon.com followed by a matched pair analysis of 186 review pairs. We find that images have a significant positive effect on helpfulness of reviews of search goods too. This is especially true in case of short and ambiguous reviews.

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搜索商品在线评论中图片对帮助性的影响

摘要评论和评分是许多社交媒体网站的重要特征，但在许多电子商务网站上也有。社交互动和电子商务的结合有时被称为社交商务，表示人们在购买商品和服务的过程中相互支持。其他消费者的意见对消费者的选择有很大影响，因为他们通常被认为是真实的，比供应商提供的信息更值得信赖。消费者的共同努力有助于做出正确的购买决定（或防止错误的购买决定）。评论的效果通常是从读者所表示的有用性的角度来研究的。在个人品味和使用起着重要作用的体验商品评论中，图像是有用的重要因素。我们将这项研究扩展到搜索客观特征似乎占主导地位的商品。此外，我们还分析了与其他变量的潜在相互作用。这项实证研究对亚马逊网站的3483条搜索好评进行了回归分析，然后对186条评论对进行了配对分析。我们发现，图片对搜索商品评论的有用性也有显著的积极影响。在简短和模棱两可的评论中尤其如此。

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

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.