The effect of review images on review helpfulness: A contingency approach
Journal of Retailing(2023)
摘要
•Images increase review helpfulness of positive reviews but reduce it for negative.•Images increase (decrease) review helpfulness for hedonic (experience) products.•Images increase helpfulness more in case of reviewers with a high reputation.•Adding multiple, differently composed images increases review helpfulness.•Showing the product in use (instead of showing the packshot) increases helpfulness.
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关键词
User-generated content,Electronic word of mouth,Online product reviews,Image analysis
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