Seeing is believing: the effects of images on trust and purchase intent in eWOM for hedonic and utilitarian products

Robert Zinko, Helene de Burgh-Woodman (), Zhan Zhang Furner and Soo Jung Kim
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Robert Zinko: Texas A&M University–Commerce
Helene de Burgh-Woodman: IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris]
Zhan Zhang Furner: ECU - East Carolina University [Greenville] - UNC - University of North Carolina System
Soo Jung Kim: Texas A&M University–Commerce

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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).

Keywords: Consumer Behavior; E-Commerce; Media; Online reviews; Purchase intention; Sustainable Development Goals (search for similar items in EconPapers)
Date: 2021-03
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Citations: View citations in EconPapers (1)

Published in Journal of organizational and end user computing, 2021, 33 (2), pp.85-104. ⟨10.4018/JOEUC.20210301.oa5⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03613805

DOI: 10.4018/JOEUC.20210301.oa5

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