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The Effects of Image-Based Online Reviews on Customers' Perception Across Product Type and Gender

机译：基于图像的在线评论对产品类型和性别的看法的影响

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摘要

Online vendors consider image online reviews as an important format to improve customers' buying decision. Prior research examined the influence of review presentation format, but did not focus on image format. Little is known about customers' perception on image online reviews. This study developed a theoretical model to analyze the effect of image reviews across product type and gender. The 2x2x2 between-subject experimental design was conducted to test hypotheses. The results demonstrated that compared to text review, the influence of image format on customers' perception was more significant, but in varying degrees across product type and gender. This study found that image format had more positive impact for experience product's understanding compared to search product. The result also showed that the effect of image format on experience product was not significant greater for females than males, but the perception improvement degree from text to image reviews was saliently different between genders. This study discussed theoretical and managerial contributions of these results.
机译：在线供应商将图像在线评论视为改善客户购买决策的重要形式。先前的研究检测了审查演示格式的影响，但没有专注于图像格式。对客户对图像在线评论的看法知之甚少。本研究开发了一种理论模型，用于分析产品类型和性别的图像评论的影响。进行2×2，对象实验设计进行了测试假设。结果表明，与文本审查相比，图像格式对客户感知的影响更为显着，但产品类型和性别之间的不同程度。本研究发现，与搜索产品相比，图像格式对体验产品的理解具有更大的影响。结果还表明，女性的经验产品对经验产品的影响比男性对女性的影响并不显着，但文本到图像评论的感知程度差异很大。本研究讨论了这些结果的理论和管理贡献。

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