通过图片说话：视觉内容及其对帮助的影响

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-06-09 DOI:10.1016/j.jbusres.2025.115432

Paula Vidaurreta-Apesteguia , Miriam Alzate , Marta Arce-Urriza , José Enrique Armendáriz-Iñigo , David D’Acunto

{"title":"通过图片说话：视觉内容及其对帮助的影响","authors":"Paula Vidaurreta-Apesteguia , Miriam Alzate , Marta Arce-Urriza , José Enrique Armendáriz-Iñigo , David D’Acunto","doi":"10.1016/j.jbusres.2025.115432","DOIUrl":null,"url":null,"abstract":"<div><div>This research investigates the impact of service quality dimensions displayed in user-generated photos on their perceived helpfulness. Building on the SERVQUAL model and the Haywood-Farmer framework, we propose a novel methodology that integrates advanced image-to-caption techniques with topic modeling algorithms and negative binomial regression to extract, interpret, and quantify the effect of visuals on review helpfulness. Two studies were conducted relying on two sample reviews from two tourism-related service types (5,293 hotel reviews from Cancun, Mexico, and 11,252 spa and wellness reviews from Iceland). The results underline the role of visuals in affecting review helpfulness, with aspects such as “Room” “Leisure” and “Hotel Outdoor” positively impacting review helpfulness in hotels and “Natural Water Features” emerging as significant in spa and wellness reviews. Overall, this study underscores the relevance of tangibles and empathy in service evaluation, providing actionable strategies for businesses to optimize visual content.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"199 ","pages":"Article 115432"},"PeriodicalIF":10.5000,"publicationDate":"2025-06-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"When reviews Speak through Pictures: Visual content and its influence on helpfulness\",\"authors\":\"Paula Vidaurreta-Apesteguia , Miriam Alzate , Marta Arce-Urriza , José Enrique Armendáriz-Iñigo , David D’Acunto\",\"doi\":\"10.1016/j.jbusres.2025.115432\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><div>This research investigates the impact of service quality dimensions displayed in user-generated photos on their perceived helpfulness. Building on the SERVQUAL model and the Haywood-Farmer framework, we propose a novel methodology that integrates advanced image-to-caption techniques with topic modeling algorithms and negative binomial regression to extract, interpret, and quantify the effect of visuals on review helpfulness. Two studies were conducted relying on two sample reviews from two tourism-related service types (5,293 hotel reviews from Cancun, Mexico, and 11,252 spa and wellness reviews from Iceland). The results underline the role of visuals in affecting review helpfulness, with aspects such as “Room” “Leisure” and “Hotel Outdoor” positively impacting review helpfulness in hotels and “Natural Water Features” emerging as significant in spa and wellness reviews. Overall, this study underscores the relevance of tangibles and empathy in service evaluation, providing actionable strategies for businesses to optimize visual content.</div></div>\",\"PeriodicalId\":15123,\"journal\":{\"name\":\"Journal of Business Research\",\"volume\":\"199 \",\"pages\":\"Article 115432\"},\"PeriodicalIF\":10.5000,\"publicationDate\":\"2025-06-09\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Business Research\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0148296325002553\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0148296325002553","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

摘要

本研究调查了用户生成照片中显示的服务质量维度对他们感知的乐于助人的影响。在SERVQUAL模型和Haywood-Farmer框架的基础上，我们提出了一种新的方法，该方法将先进的图像到标题技术与主题建模算法和负二项回归相结合，以提取、解释和量化视觉效果对复习有用性的影响。两项研究基于来自两种旅游相关服务类型的两份样本评论（来自墨西哥坎昆的5293份酒店评论，以及来自冰岛的11252份水疗和健康评论）。结果强调了视觉效果在影响评论有用性方面的作用，“房间”、“休闲”和“酒店户外”等方面对酒店的评论有用性有积极影响，“自然水景”对水疗和健康评论有显著影响。总体而言，本研究强调了有形和移情在服务评估中的相关性，为企业优化视觉内容提供了可操作的策略。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

When reviews Speak through Pictures: Visual content and its influence on helpfulness

This research investigates the impact of service quality dimensions displayed in user-generated photos on their perceived helpfulness. Building on the SERVQUAL model and the Haywood-Farmer framework, we propose a novel methodology that integrates advanced image-to-caption techniques with topic modeling algorithms and negative binomial regression to extract, interpret, and quantify the effect of visuals on review helpfulness. Two studies were conducted relying on two sample reviews from two tourism-related service types (5,293 hotel reviews from Cancun, Mexico, and 11,252 spa and wellness reviews from Iceland). The results underline the role of visuals in affecting review helpfulness, with aspects such as “Room” “Leisure” and “Hotel Outdoor” positively impacting review helpfulness in hotels and “Natural Water Features” emerging as significant in spa and wellness reviews. Overall, this study underscores the relevance of tangibles and empathy in service evaluation, providing actionable strategies for businesses to optimize visual content.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

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.