Should online reviews include pictures? The impact of fit between product type and online review presentation format

Qing Yao, Yixuan Han and Defeng Yang
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Yixuan Han: School of Economics and Management, University of Science and Technology Beijing, Beijing, China
Defeng Yang: School of Management, Jinan University, Guangzhou, China

Australian Journal of Management, 2024, vol. 49, issue 3, 509-527

Abstract: This article investigates the influence of including pictures in online consumer reviews on review helpfulness perceptions for different types of products (hedonic vs utilitarian). Based on the dual-process model of information processing and regulatory fit theory, the study finds that reviews composed mainly of pictures are more helpful for hedonic purchases, while reviews composed mainly of text are more helpful for utilitarian purchases. The reason is that a picture-based (vs text-based) review permits consumers to obtain more knowledge about a product’s emotional (rational) benefits, which fits with hedonic (vs utilitarian) products’ consumption motivation. Specifically, the effect of fit between hedonic (vs utilitarian) purchase and picture (vs text) presentation of a review on the review helpfulness perception is mediated by emotional (vs cognitive) engagement. JEL Classification: M31, M37

Keywords: Engagement; hedonic and utilitarian products; online review helpfulness; pictures; texts (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:sae:ausman:v:49:y:2024:i:3:p:509-527

DOI: 10.1177/03128962221142407

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