Browse > Article
http://dx.doi.org/10.3837/tiis.2019.12.017

Influence of picture presence in reviews on online seller product rating: Moderation role approach  

Hossin, Md Altab (School of Management and Economics, University of Electronic Science and Technology of China)
Mu, Yinping (School of Management and Economics, University of Electronic Science and Technology of China)
Fang, Jiaming (School of Management and Economics, University of Electronic Science and Technology of China)
Frimpong, Adasa Nkrumah Kofi (School of Management and Economics, University of Electronic Science and Technology of China)
Publication Information
KSII Transactions on Internet and Information Systems (TIIS) / v.13, no.12, 2019 , pp. 6097-6120 More about this Journal
Abstract
Online consumer reviews (OCRs) provide product information and recommendations especially pictures in reviews depict the true information about the product. This study investigates the influence of pictured reviews on online seller (for a particular product of a seller) rating with moderating effect of price, brand type (foreign vs local), goods type (experience vs search), and brand familiarity. Multiple robust linear regression analysis with moderation interaction and quadratic effect used to explain the relationship of the explanatory variables with the criterion variable. We collected cross-sectional data from the two most renowned Chinese online shopping platforms (B2C) of total 15,621 product links. Results show that higher number of reviews with a low ratio of picture reviews response negative effect on rating, whereas the lower number of reviews with a high ratio of picture reviews response positive effect on the rating. In overall picture in the reviews improve the online seller product rating. For the moderation effect, results show that price and brand familiarity have a positive interaction effect on the relation of pictured reviews and rating whereas experience goods have less negative effect comparing search goods. Finally, local brand has less negative interaction effect comparing foreign brand to pictured reviews and rating.
Keywords
Online consumer reviews; Picture influence; Consumer behavior; Search goods; Experience goods; Moderation effect;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Statista, "How customers decide whether to buy from your website," https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/, 2018.
2 Y. J. Kim, and A. B. Hollingshead, "Online social influence: Past, present, and future," Annals of the International Communication Association, vol. 39, no. 1, pp. 163-192, 2015.   DOI
3 P. Huang, N. H. Lurie, and S. Mitra, "Searching for experience on the web: an empirical examination of consumer behavior for search and experience goods," Journal of m arketing, vol. 73, no. 2, pp. 55-69, 2009.
4 S. Hong, and H. S. Park, "Computer-mediated persuasion in online reviews: Statistical versus narrative evidence," Computers in Human Behavior, vol. 28, no. 3, pp. 906-919, 2012.   DOI
5 N. Amblee, and T. Bui, "Harnessing the influence of social proof in online shopping: The effect of electronic word of mouth on sales of digital microproducts," International Journal of Electronic Commerce, vol. 16, no. 2, pp. 91-114, 2011.   DOI
6 J. Nielsen, "State of the media: the social media report," Nielsen Company, http://blog.nielsen.com/nielsenwire/social, 2011.
7 A. Lipsman, "Online consumer-generated reviews have significant impact on offline purchase behavior," comScore, Inc. Industry Analysis, pp. 2-28, 2007.
8 S. G. Moore, "Some things are better left unsaid: how word of mouth influences the storyteller," Journal of Consumer Research, vol. 38, no. 6, pp. 1140-1154, 2011.   DOI
9 S. S. Song, and M. Kim, "Does more mean better? An examination of visual product presentation in e-retailing," Journal of Electronic Commerce Research, vol. 13, no. 4, pp. 345-355, 2012.
10 M. Kim, and S. Lennon, "The effects of visual and verbal information on attitudes and purchase intentions in internet shopping," Psychology & Marketing, vol. 25, no. 2, pp. 146-178, 2008.   DOI
11 J.-H. Kim, M. Kim, and S. J. Lennon, "Effects of web site atmospherics on consumer responses: music and product presentation," Direct Marketing: An International Journal, vol. 3, no. 1, pp. 4-19, 2009.   DOI
12 J. Kim, and S. Forsythe, "Sensory enabling technology acceptance model (SE‐TAM): A multiple‐group structural model comparison," Psychology & Marketing, vol. 25, no. 9, pp. 901-922, 2008.   DOI
13 K. J. Kim, and S. S. Sundar, "Mobile persuasion: Can screen size and presentation mode make a difference to trust?," Human Communication Research, vol. 42, no. 1, pp. 45-70, 2016.   DOI
14 E. Beuckels, and L. Hudders, "An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context," Journal of Retailing and Consumer Services, vol. 33, pp. 135-142, 2016.   DOI
15 E. Maier, and F. Dost, "The positive effect of contextual image backgrounds on fluency and liking," Journal of Retailing and Consumer Services, vol. 40, pp. 109-116, 2018.   DOI
16 C. Dellarocas, "The digitization of word of mouth: Promise and challenges of online feedback mechanisms," Management science, vol. 49, no. 10, pp. 1407-1424, 2003.   DOI
17 D. Godes, and D. Mayzlin, "Using online conversations to study word-of-mouth communication," Marketing science, vol. 23, no. 4, pp. 469-631, 2004.   DOI
18 J. A. Chevalier, and D. Mayzlin, "The effect of word of mouth on sales: Online book reviews," Journal of marketing research, vol. 43, no. 3, pp. 345-354, 2006.   DOI
19 X. Li, and L. M. Hitt, "Self-selection and information role of online product reviews," Information Systems Research, vol. 19, no. 4, pp. 456-474, 2008.   DOI
20 N. Hu, I. Bose, N. S. Koh, and L. Liu, "Manipulation of online reviews: An analysis of ratings, readability, and sentiments," Decision Support Systems, vol. 52, no. 3, pp. 674-684, 2012.   DOI
21 Z. Zhang, Q. Ye, R. Law, and Y. Li, "The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews," International Journal of Hospitality Management, vol. 29, no. 4, pp. 694-700, 2010.   DOI
22 L. M. Willemsen, P. C. Neijens, F. Bronner, and J. A. De Ridder, ""Highly recommended!" The content characteristics and perceived usefulness of online consumer reviews," Journal of Computer-Mediated Communication, vol. 17, no. 1, pp. 19-38, 2011.   DOI
23 Y. Chen, and J. Xie, "Online consumer review: Word-of-mouth as a new element of marketing communication mix," Management science, vol. 54, no. 3, pp. 477-491, 2008.   DOI
24 Z. Yang, and X. Fang, "Online service quality dimensions and their relationships with satisfaction: A content analysis of customer reviews of securities brokerage services," International Journal of Service Industry Management, vol. 15, no. 3, pp. 302-326, 2004.   DOI
25 E. K. Clemons, and G. G. Gao, "Consumer informedness and diverse consumer purchasing behaviors: Traditional mass-market, trading down, and trading out into the long tail," Electronic Commerce Research and Applications, vol. 7, no. 1, pp. 3-17, 2008.   DOI
26 N. Hu, L. Liu, and J. J. Zhang, "Do online reviews affect product sales? The role of reviewer characteristics and temporal effects," Information Technology and Management, vol. 9, no. 3, pp. 201-214, 2008.   DOI
27 S. M. Mudambi, and D. Schuff, "Research note: What makes a helpful online review? A study of customer reviews on Amazon. com," MIS quarterly, vol. 34, no. 1, pp. 185-200, 2010.   DOI
28 Q. Cao, W. Duan, and Q. Gan, "Exploring determinants of voting for the "helpfulness" of online user reviews: A text mining approach," Decision Support Systems, vol. 50, no. 2, pp. 511-521, 2011.   DOI
29 N. Korfiatis, E. GarciA-Bariocanal, and S. SaNchez-Alonso, "Evaluating content quality and helpfulness of online product reviews: The interplay of review helpfulness vs. review content," Electronic Commerce Research and Applications, vol. 11, no. 3, pp. 205-217, 2012.   DOI
30 E.-J. Lee, and S. Y. Shin, "When do consumers buy online product reviews? Effects of review quality, product type, and reviewer's photo," Computers in Human Behavior, vol. 31, pp. 356-366, 2014.   DOI
31 A. H. Huang, K. Chen, D. C. Yen, and T. P. Tran, "A study of factors that contribute to online review helpfulness," Computers in Human Behavior, vol. 48, pp. 17-27, 2015.   DOI
32 A. Qazi, K. B. S. Syed, R. G. Raj, E. Cambria, M. Tahir, and D. Alghazzawi, "A concept-level approach to the analysis of online review helpfulness," Computers in Human Behavior, vol. 58, pp. 75-81, 2016.   DOI
33 Q. Zhou, R. Xia, and C. Zhang, "Online shopping behavior study based on multi-granularity opinion mining: China versus America," Cognitive Computation, vol. 8, no. 4, pp. 587-602, 2016.   DOI
34 A. Munzel, "Assisting consumers in detecting fake reviews: The role of identity information disclosure and consensus," Journal of Retailing and Consumer Services, vol. 32, pp. 96-108, 2016.   DOI
35 Y. Huang, C. Li, J. Wu, and Z. Lin, "Online customer reviews and consumer evaluation: The role of review font," Information & Management, vol. 55, no. 4, pp. 430-440, 2018.   DOI
36 D. Gavilan, M. Avello, and G. Martinez-Navarro, "The influence of online ratings and reviews on hotel booking consideration," Tourism Management, vol. 66, pp. 53-61, 2018.   DOI
37 M. Kim, "Digital product presentation, information processing, need for cognition and behavioral intent in digital commerce," Journal of Retailing and Consumer Services, vol. 50, pp. 362-370, 2019.   DOI
38 E. W. Anderson, "Customer satisfaction and word of mouth," Journal of service research, vol. 1, no. 1, pp. 5-17, 1998.   DOI
39 S. Aral, and D. Walker, "Identifying influential and susceptible members of social networks," Science, vol. 337, no. 6092, pp. 337-341, 2012.   DOI
40 K. M. Hunt, "Gaming the system: Fake online reviews v. consumer law," Computer Law & Security Review, vol. 31, no. 1, pp. 3-25, 2015.   DOI
41 C. Delp, and J. Jones, "Communicating information to patients: the use of cartoon illustrations to improve comprehension of instructions," Academic Emergency Medicine, vol. 3, no. 3, pp. 264-270, 1996.   DOI
42 J. Riegelsberger, M. A. Sasse, and J. D. McCarthy, "Shiny happy people building trust?: photos on e-commerce websites and consumer trust," pp. 121-128, 2003.
43 A. Paivio, "Imagery and verbal processes. Holt, Rinehart and Winston.[GVJ](1983) The empirical case for dual coding," Imagery, memory and cognition, ed. JC Yuille. Erlbaum.[GVJ], 1971.
44 A. Paivio, Mental representations: A dual coding approach, Oxford University Press, 1990.
45 B. J. O'Neill, "Defineability as an index of word meaning," Journal of Psycholinguistic Research, vol. 1, no. 4, pp. 287-298, 1972.   DOI
46 M. Denis, "Imagery and prose: A critical review of research on adults and children," Text-Interdisciplinary Journal for the Study of Discourse, vol. 4, no. 4, pp. 381-402, 1984.   DOI
47 J. M. Clark, and A. Paivio, "Dual coding theory and education," Educational psychology review, vol. 3, no. 3, pp. 149-210, 1991.   DOI
48 A. Paivio, "Coding distinctions and repetition effects in memory," The psychology of learning and motivation, vol. 9, pp. 179-214, 1975.   DOI
49 C. E. Weinstein, v. L. Underwood, F. W. Wicker, and W. E. Cubberly, "Cognitive learning strategies: Verbal and imaginal elaboration," Cognitive and affective learning strategies, pp. 45-75, 1979.
50 D. Weathers, S. Sharma, and S. L. Wood, "Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods," Journal of retailing, vol. 83, no. 4, pp. 393-401, 2007.   DOI
51 P. Nelson, "Information and consumer behavior," Journal of political economy, vol. 78, no. 2, pp. 311-329, 1970.   DOI
52 L. R. Klein, "Evaluating the potential of interactive media through a new lens: Search versus experience goods," Journal of business research, vol. 41, no. 3, pp. 195-203, 1998.   DOI
53 L. Huang, C.-H. Tan, W. Ke, and K.-K. Wei, "Comprehension and assessment of product reviews: A review-product congruity proposition," Journal of Management Information Systems, vol. 30, no. 3, pp. 311-343, 2013.   DOI
54 K. Z. Zhang, C. M. Cheung, and M. K. Lee, "Examining the moderating effect of inconsistent reviews and its gender differences on consumers' online shopping decision," International Journal of Information Management, vol. 34, no. 2, pp. 89-98, 2014.   DOI
55 L.-T. Bei, E. Y. Chen, and R. Widdows, "Consumers' online information search behavior and the phenomenon of search vs. experience products," Journal of Family and Economic Issues, vol. 25, no. 4, pp. 449-467, 2004.
56 Statista, "Market share of B2C online shopping websites in China in 2nd quarter 2017," https://www.statista.com/statistics/323115/market-share-of-b2c-online-retailers-in-china/, 2017.
57 eMarketerRETAIL, "Alibaba's Tmall Maintains Reign Over China's Retail Ecommerce," 2017-02-21, 2017.
58 A. Paivio, "Mental imagery in associative learning and memory," Psychological review, vol. 76, no. 3, pp. 241-263, 1969.   DOI
59 iResearch, "2018 China's 618 Shopping Festival Report," July 04, 2018, 2018.
60 J. Luan, Z. Yao, F. Zhao, and H. Liu, "Search product and experience product online reviews: an eye-tracking study on consumers' review search behavior," Computers in Human Behavior, vol. 65, pp. 420-430, 2016.   DOI
61 R. M. Baron, and D. A. Kenny, "The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations," Journal of personality and social psychology, vol. 51, no. 6, pp. 1173-1182, 1986.   DOI
62 J. Cohen, P. Cohen, S. G. West, and L. S. Aiken, Applied multiple regression/correlation analysis for the behavioral sciences, Routledge, 2013.
63 R. R. Wilcox, Applying contemporary statistical techniques, Academic Press, 2003.
64 R. Andersen, Modern methods for robust regression, Sage, 2008.
65 A. F. Hayes, Introduction to mediation, moderation, and conditional process analysis: A regression-based approach, Guilford Publications, 2017.
66 F. Zhu, and X. Zhang, "Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics," Journal of marketing, vol. 74, no. 2, pp. 133-148, 2010.   DOI
67 L. S. Aiken, S. G. West, and R. R. Reno, Multiple regression: Testing and interpreting interactions, Sage, 1991.
68 S. Reuters, China, "Alibaba Singles' Day sales race past $5 bln in first hour," 2016-11-11, 2016.
69 M.-O. Richard, and J.-C. Chebat, "Modeling online consumer behavior: Preeminence of emotions and moderating influences of need for cognition and optimal stimulation level," Journal of Business Research, vol. 69, no. 2, pp. 541-553, 2016.   DOI
70 M. Salehan, and D. J. Kim, "Predicting the performance of online consumer reviews: A sentiment mining approach to big data analytics," Decision Support Systems, vol. 81, pp. 30-40, 2016.   DOI
71 J. Fang, Y. Shao, and C. Wen, "Transactional quality, relational quality, and consumer e-loyalty: Evidence from SEM and fsQCA," International Journal of Information Management, vol. 36, no. 6, pp. 1205-1217, 2016.   DOI