The Effects Of Image EWOM’s Characteristics On Consumer’s Information Adoption

Electronic word of mouth (eWOM) is a considerably influential factor for consumersto search for product information. Nowadays, more and more consumers tend to post theirpictures of product used to convey product information and consumption-relatedexperience. These pictures are named as “image eWOM” in this article. Yet, prior eWOMstudies focused primarily on verbal form of eWOM. Few studies have paid sufficientattention to the effects of other information form as image in eWOM communication. Thepurpose of this paper, therefore, is to explore the characteristics of the eWOM and theninvestigate their effects on consumer’s information adoption.Employing “Shai Dan” of on-line business store as the study material as the imageeWOM, the author conducted a questionnaire survey for309subjects ranged in age from16-50to study their perceptions of the eWOM’s characteristics and information adoption.Then the author collected and analyzed data through a statistical software. Finally, thepaper tested the assumptions mode, discussed the final results and put forwardrecommendations for the future research.Results show that image eWOM has four characteristics, which are realistic index,analogical similarity and visual stimulus. When it comes to their effects on consumerinformation adoption, credibility of the eWOM partially mediated the positive effectwhich realistic index leads to information adoption, perceived usefulness of the eWOMmediated the positive effect which analogical similarity leads to information adoption, andemotion aroused by the eWOM partially mediated the positive effect which visualstimulus leads to information adoption.The findings of this article complete the eWOM and visual communication theory,and provide useful knowledge for internet marketers to develop more effective eWOMmarketing and help eWOM senders create more influential image eWOMs.