Why is a picture 'worth a thousand words'? Pictures as information in perceived helpfulness of online reviews

被引：41
|
作者：
Wu, Ruijuan [1 ]
Wu, Heng-Hui [2 ]
Wang, Cheng Lu [3 ]
机构：
[1] Tianjin Univ Technol, Sch Management, Dept Business Management, Tianjin, Peoples R China
[2] Providence Univ, Dept Business Adm, Taichung, Taiwan
[3] Univ New Haven, Dept Mkt, Pompea Coll Business, West Haven, CT 06516 USA
来源：
INTERNATIONAL JOURNAL OF CONSUMER STUDIES | 2021年 / 45卷 / 03期
基金：
中国国家自然科学基金;
关键词：
hybrid review; perceived review helpfulness; picture as information; review extremity; review quantity; viewing tasks; CONSUMER REVIEWS; MODERATING ROLE; OF-MOUTH; E-WOM; PRODUCT; MESSAGE; INTENTION; DIAGNOSTICITY; SEPARATENESS; PERCEPTIONS;
D O I：
10.1111/ijcs.12627
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The hybrid review format (verbal reviews accompanied by pictures) is increasingly prevalent in online consumer reviews. However, the mechanism behind the superiority effect of hybrid reviews is still unclear. Unlike previous studies based on information processing theory that emphasize the imagery-provoking ability of the verbal information, we contend that imagery in hybrid reviews is the information that adds more diagnostic value to online reviews and thus makes the reviews more helpful. Our experimental studies found that hybrid reviews were perceived as more helpful than word-only reviews, and this effect was explained by the perceived amount of information. Moreover, the superiority effect of hybrid reviews on perceived helpfulness was found to be contingent on the review extremity and viewing tasks. These results confirmed our hypothesis of picture as information, explaining the superiority effect of hybrid reviews and pinpointed the conditions under which such an effect would occur or disappear.
引用
收藏
页码：364 / 378
页数：15
相关论文
共 50 条
  • [1] WHY IS A PICTURE WORTH A THOUSAND WORDS
    GROPPER, GL
    [J]. AV COMMUNICATION REVIEW, 1963, 11 (04) : 75 - 95
  • [2] A picture is worth a thousand words: how images influence information quality and information load in online reviews
    Robert Zinko
    Paul Stolk
    Zhan Furner
    Brad Almond
    [J]. Electronic Markets, 2020, 30 : 775 - 789
  • [3] A picture is worth a thousand words: how images influence information quality and information load in online reviews
    Zinko, Robert
    Stolk, Paul
    Furner, Zhan
    Almond, Brad
    [J]. ELECTRONIC MARKETS, 2020, 30 (04) : 775 - 789
  • [4] A picture is worth a thousand words: Understanding the predictors of picture sharing in online consumer reviews
    Su, Lili
    Zhu, Dong Hong
    [J]. HELIYON, 2023, 9 (12)
  • [5] PICTURES ARE WORTH A THOUSAND WORDS
    Hall, Carol
    Chernesky, Shelli
    Wintz, Jennifer
    Armendariz, Tomas
    DeSimone, Nicole
    Sarode, Ravi
    [J]. JOURNAL OF WOUND OSTOMY AND CONTINENCE NURSING, 2017, 44 (03) : S42 - S42
  • [6] Pictures: worth a thousand words
    不详
    [J]. CHEMISTRY & INDUSTRY, 2002, (19) : 11 - 11
  • [7] PICTURES WORTH A THOUSAND WORDS
    GOOD, P
    [J]. ICP BUSINESS SOFTWARE REVIEW, 1985, 4 (02): : 64 - 67
  • [8] A picture is worth a thousand words
    Einspahr, Howard
    Guss, Mitchell
    [J]. ACTA CRYSTALLOGRAPHICA SECTION F-STRUCTURAL BIOLOGY COMMUNICATIONS, 2006, 62 : 612 - 612
  • [9] A Picture Is Worth a Thousand Words
    Pedersen, Kasper
    Dolan, John W.
    [J]. LC GC NORTH AMERICA, 2011, 29 (02) : 136 - +
  • [10] A picture is worth a thousand words
    Lacey, Marcia
    [J]. Journal / American Water Works Association, 2003, 95 (03):
12345