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).
Highlights
Word-of-mouth (WOM) was first described as an oral form of non-commercial communication between individuals who were personally acquainted with each other (Arndt, 1967)
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 for both hedonic and utilitarian products
Summary
Word-of-mouth (WOM) was first described as an oral form of non-commercial communication between individuals who were personally acquainted with each other (Arndt, 1967). Electronic WOM or ‘eWOM’ extends beyond friends and acquaintances to include experiences and opinions shared via the internet (King, Racherla, & Bush, 2014). These customer comments are not just shared among friends on sites such as Facebook, and on platforms designed for reviews (e.g., Tripadvisor.com). Research suggests that eWOM still facilitates higher credibility, empathy and relevance for consumers than does direct sources from the supplier of the product or service (Bickart & Schindler, 2001) This may be because an anonymous channel of communication allows for more self-disclosure by reviewers (Sun, Youn, Wu, & Kuntaraporn, 2006). Because these reviews are so highly regarded by consumers, eWOM remains a significant system of engagement, and as such, is important to both customers (Steffes & Burgee, 2009) and companies (Amblee & Bui, 2011)
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