Should online reviews include pictures? The impact of fit between product type and online review presentation format

IF 2 4区管理学 Q3 BUSINESS

Australian Journal of Management Pub Date : 2022-12-22 DOI:10.1177/03128962221142407

Qing Yao, Yixuan Han, Defeng Yang

引用次数: 0

Abstract

This article investigates the influence of including pictures in online consumer reviews on review helpfulness perceptions for different types of products (hedonic vs utilitarian). Based on the dual-process model of information processing and regulatory fit theory, the study finds that reviews composed mainly of pictures are more helpful for hedonic purchases, while reviews composed mainly of text are more helpful for utilitarian purchases. The reason is that a picture-based (vs text-based) review permits consumers to obtain more knowledge about a product’s emotional (rational) benefits, which fits with hedonic (vs utilitarian) products’ consumption motivation. Specifically, the effect of fit between hedonic (vs utilitarian) purchase and picture (vs text) presentation of a review on the review helpfulness perception is mediated by emotional (vs cognitive) engagement. M31, M37

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在线评论应该包含图片吗?产品类型与在线评论呈现格式契合度的影响

本文调查了在线消费者评论中包含图片对不同类型产品（享乐型与功利型）评论有用性认知的影响。基于信息处理的双过程模型和规则拟合理论，研究发现，以图片为主的评论更有助于享乐性购买，而以文本为主的评论则更有助于功利性购买。原因是基于图片（与基于文本）的评论允许消费者获得更多关于产品情感（理性）利益的知识，这符合享乐（与功利）产品的消费动机。具体而言，享乐（与功利）购买和评论图片（与文本）呈现之间的匹配对评论有用性感知的影响是由情感（与认知）参与介导的。M31、M37

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

Australian Journal of Management Multiple-

CiteScore

10.60

自引率

4.20%

发文量

期刊介绍： The objectives of the Australian Journal of Management are to encourage and publish research in the field of management. The terms management and research are both broadly defined. The former includes the management of firms, groups, industries, regulatory bodies, government, and other institutions. The latter encompasses both discipline- and problem-based research. Consistent with the policy, the Australian Journal of Management publishes research in accounting, applied economics, finance, industrial relations, political science, psychology, statistics, and other disciplines, provided the application is to management, as well as research in areas such as marketing, corporate strategy, operations management, organisation development, decision analysis, and other problem-focuses paradigms.