Seeing is Believing
- 1 March 2021
- journal article
- research article
- Published by IGI Global in Journal of Organizational and End User Computing
- Vol. 33 (2), 85-104
- https://doi.org/10.4018/joeuc.20210301.oa5
Abstract
Images are frequently used in online reviews, yet little research explores the effects that images have on online consumer behavior. This two-study investigation examines the effects of images in electronic word of mouth (eWOM) for both hedonic and utilitarian products. Results show that images affect the relationship between review text and purchase intention as well as trust for both product categories. However, images were shown to be more effective for hedonic than utilitarian products. Interestingly, it was found that congruence between the image and text is not a significant predictor of trust or purchase intention in some conditions (i.e., the images may not have to perfectly reflect the text to facilitate these outcomes for utilitarian products).Keywords
This publication has 39 references indexed in Scilit:
- Separate but equal? A comparison of participants and data gathered via Amazon’s MTurk, social media, and face-to-face behavioral testingComputers in Human Behavior, 2013
- The effects of visual information in eWOM communicationJournal of Research in Interactive Marketing, 2012
- Harnessing the Influence of Social Proof in Online Shopping: The Effect of Electronic Word of Mouth on Sales of Digital MicroproductsInternational Journal of Electronic Commerce, 2011
- The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trustInternational Journal of Information Management, 2011
- Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer RecommendationsInternational Journal of Electronic Commerce, 2009
- Social ties and online word of mouthInternet Research, 2009
- Affective Responses to Images In Print Advertising: Affect Integration in a Simultaneous Presentation ContextJournal of Advertising, 2008
- Dispositional antecedents and outcomes of political skill in organizations: A four-study investigation with convergenceJournal of Vocational Behavior, 2007
- Why are you telling me this? An examination into negative consumer reviews on the WebJournal of Interactive Marketing, 2007
- Cultural affordances and emotional experience: Socially engaging and disengaging emotions in Japan and the United States.Journal of Personality and Social Psychology, 2006