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- W2783120301 abstract "The Internet empowers every single consumer to voice his/her thoughts, opinions, and comments byoffering the online review as a new approach. While the wide dissemination of online reviews facilitatespotential consumers’ ability to obtain additional information to avert risks, thousands of reviews areconstantly generated, posted and shared which cause an information overload. Besides that, due to theanonymous and unidentified nature of online reviews, the trustworthiness of the content has beenconsidered as a major concern among consumers. Although researchers have tested how consumersassess the credibility of online reviews via review length, spelling error, writing style, to name but a few,the way of information being presented remains underexplored. Little is known whether the contentwith or without visual images would have an impact on consumers’ perception of the online review andif it affects the strength of the review valence on purchase intention.Therefore, this study attempts to give a better understanding 1) to what extent do online reviewformats (no photo, photo with pure product display, photo with product and human element) influenceChinese consumers’ perception of information credibility; 2) whether there is an interaction effectbetween review format and valence on purchase intention; 3) what is the role of product type (searchgoods, experience goods) in the process. A 3 x 2 x 2 within-subjects experimental design was used toidentify the factors affecting the willingness of prospective consumers shopping online. Participantswere randomly exposed to conditions where they faced two different goods and the online reviewswere manipulated. During the test, subjects were told to purchase two particular items for their closefriends as birthday gifts. Therefore, they were requested to read the product information and theprovided online reviews and later they were asked to fill in a questionnaire where their perception ofinformation credibility, self-reported review effect, attitudes towards the review, and purchaseintention were measured and analyzed accordingly.The findings derived from this research indicate that the presentation format of online reviews has noimpact on perceived information credibility. But it is noteworthy that when consumers face the positivereviews, the review effect can be increased by adding images into the content. Conversely, whenconsumers are indulged in the negative reviews, visual cues can neutralize the negative influence. Thus,retailers might consider leveraging a variety of review formats to deal with different review directions.Regarding the product type, unfortunately, there is no significant effect being observed in this study." @default.
- W2783120301 created "2018-01-26" @default.
- W2783120301 creator A5002784902 @default.
- W2783120301 date "2017-01-01" @default.
- W2783120301 modified "2023-09-27" @default.
- W2783120301 title "No Picture No Truth? : the influence of review format and review valence on Chinese consumers’ purchase intention." @default.
- W2783120301 hasPublicationYear "2017" @default.
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