The Effects of Review Presentation Formats on Consumers' Purchase Intention

Abstract

Perception of products has becoming one of the most important factors influencing consumers’ purchase intention in the context of online shopping. Thus, enriching and studying review presentation formats have been significant things for practitioners and researchers. This study employed dual coding theory and telepresence theory to investigate the effects of review presentation formats (text-based reviews, image-based reviews and video-based reviews) on consumers’ purchase intention, and then analysed the moderation effect of product type. The 3×2 between-subject situational experiment and 3×2 within-subject eye-tracking experiment design were separately applied to test the hypotheses. The results manifested that review presentation formats exactly could generate different impacts on consumers’ purchase intentions. And product type moderated the impact of presentation formats on purchase intentions. Hence, this research considered online vendors should pay more attention to image-based and video-based reviews, moreover take the product type into account.

Cross-influence of information and risk effects on the IPO market: exploring risk disclosure with a machine learning approach

“…From the perspective of risk effect, at the semantic level, the higher the semantic novelty of IPO prospectus risk disclosure, the lower the risk perception of investors, the lower the underpricing rate, and the lower the first-day market return. At the content level, the higher the richness of the risk disclosed in the IPO prospectus, the lower the risk perception of investors, the lower the underpricing rate, and the lower the first-day market return (Li et al, 2021a , b ). From the perspective of the information effect, at the semantic level, the higher the semantic novelty of prospectus risk disclosure, the lower the degree of information asymmetry between enterprises and investors, the lower the underpricing rate, and the lower the first-day market return.…”

“…Secondly, this paper reveals the important impact of unstructured text information on the market, which is helpful for us to fully and objectively understand the impact of risk disclosure text on the efficiency of market resource allocation. However, it is not enough to measure only novelty and risk content, which may be affected by many factors, and more factors can be taken into consideration in the future (Boroon et al, 2021 ; Changchit et al, 2021 ; Fu et al, 2021 ; Huang et al, 2021a , b ; Islam et al, 2021 ; Li et al, 2021a , b ; Vali et al, 2021 ; Wang et al, 2021 ; Zhang et al, 2021a , b ; Zhang, Ye et al, 2021). Third, different market participants’ perception levels of risk and investment decision-making ability may have an impact on the results.…”

Online Review Helpfulness and Information Overload: The Roles of Text, Image, and Video Elements

“…For each online review, we collected the following data: (1) star ratings by the reviewer (1 to 5); (2) total number of likes or thumbs up for the review; (3) word count of the review, or zero if the review is textless; (4) number of pictures in the review, or zero if the review is imageless; (5) video duration of the review, or zero if the review is videoless; (6) product category, corresponding to one of the six products; (7) number of responses to the review; (8) product type, coded as one for experience products and zero for search products. These variables indicate the online review elements that may influence consumer perception.…”

“…Sensory products are those with attributes that can only be evaluated through direct experiences, such as taste, smell, or touch, while non-sensory products are those with attributes that can be evaluated through indirect information, such as functionality, durability, or reliability [6]. Empirical studies have demonstrated that the length of textual reviews has a stronger positive effect on review helpfulness for sensory products compared to non-sensory products, as consumers seek more detailed information to reduce the uncertainty associated with sensory attributes [7]. However, the extant literature reveals a gap in understanding how alternative review elements, particularly the hybrid of text, image, and video elements within a single review, interact with product types to influence review helpfulness.…”

“…However, the extant literature reveals a gap in understanding how alternative review elements, particularly the hybrid of text, image, and video elements within a single review, interact with product types to influence review helpfulness. Given their capacity to convey richer and more vivid descriptions compared to text alone, images and videos are posited to be especially beneficial for reviews of experiential products, providing consumers with a more immersive insight into the product experience [7,8]. Moreover, prior research has primarily relied on controlled laboratory experiments to investigate the differential impact of review formats across product types, leaving a notable scarcity of empirical investigations conducted within the authentic context of online shopping environments where hybrid review elements coexist and interact [9].…”