Font Size: a A A

The Influence Of Image On The Credibility Of Online Reviews

Posted on:2019-04-04Degree:MasterType:Thesis
Country:ChinaCandidate:Q WangFull Text:PDF
GTID:2428330542982959Subject:Information Science
Abstract/Summary:PDF Full Text Request
With the development of e-commerce,more and more consumers choose online shopping,online shopping can only view the product introduction information and can not directly touch the product,so pictures are used to provide product information for consumers.With the continuous improveme nt and development of the e-commerce platform,the image information of the online shopping product review plays a decisive role in the consumer's shopping decision.The merchant also hopes and encourages consumers to upload the purchased product image at the same time as the text review.For example,if the comments has more than 100 words,no less than 3 photos Mei Tuan will give 100 points for encouragement;Taobao Businessmen will give cash rewards to users who upload comments with photos.However,whether an online review containing pictures has an effect on the user's perception of credibility,how can the user be recommended for more reliable online review information? Therefore,in this context,the effect of image information in online reviews on the perceived credibility of users is studied.That is why image information affects user perception credibility and which factors increase user credibility.Further,based on these factors,an online review credibility evaluation recommendation system is made to increase the user's perceived credibility of the product and increase the merchant sales revenue.Based on the related literatures at home and abroad,this paper extracts the influencing factors of image information on the user's perceived credibilit y based on the credibility theory and image feature correlation research,and builds the research model of this paper.From the image features,a second-order model of image features consisting of 5 first-order variables including image sentiment,pertinence,completeness,image clarity,image color was constructed.The emotional response and cognitive response were included in the model as an intermediary Variables,and finally explore the relationship between picture characteristics,emotional reactions,cognitive responses and perceived credibility.A total of 413 valid questionnaires were obtained for the study.AMOS software was used to test the models and hypotheses.The following conclusions were obtained through data analysis: The image feature influences user perception credibility through the mediating effects of affective reaction and cognitive reaction.The picture features completely have a significant positive effect on user perception credibility through the cognitive response.The picture feature part mediation emotional response has a significant positive effect on user perception credibility;cognitive response has more influence on perceived credibility than affective response;image quality second-order quality model includes picture emotio n,pertinence,integrity,picture clarity,picture color;And picture clarity have the greatest impact,followed by the picture emotions,picture color,pertinence,integrity.The significance of this research is to study the influence of picture information on the credibility of user perception in online reviews based on the credibility theory,and to reveal which picture features influence the judgment of user perception credibility;What kind of mechanism of image characteristics influences the evaluatio n of user perception credibility.The main theoretical innovations in this research are:(1)This research builds and empirically examines the research model of the impact of image information on user perception credibility in online reviews.(2)The study on the impact of perceived credibility of online reviews was supplemented,and a second-order model of image features was constructed,which enriched the research on the credibility of online reviews.(3)The mediating role of emotional responses and cognitive responses in the process of the influence of image characteristics on user perception credibility.Among the picture features,there is a significant positive effect of cognitive response on perceived credibility,and a positive influence of mediating emotional response on perception credibility in picture features.User perception credibility is the result of emotional recognition and cognitive processing.(4)Male and female consumers were tested separately.The results showed that in the male sample,the emotional response had no significant effe ct on the perceived credibility and the cognitive response had a significant effect on perceived credibility;while the female sample results showed that the emotional response had a significant impact on perceived credibility.The response has a weaker effect on perceived credibility.Enterprises need to improve users' perception of online reviews and provide users with more credible reviews and recommendation services,which can be considered from the following points:(1)Improve the credibility of the online review image information recommendation system,according to the second-order model of image characteristics,businesses with high perceived credibility will be added to the "preferred" screening list,and the screening list will be regularly updated to provide users with real and reliable information p ush service.(2)Shaping a positive picture emotional comment.Emotional online commentary enables consumers to better understand the product users' sense of use and experience of the products they use,and helps consumers to better perceive products,thus helping consumers to make purchasing decisions more quickly.(3)Pay attention to improving user emotional response and cognitive ability.The company can select senior users with representatives and mark their reviews as “senior evaluations”,so that other users can recognize the authenticity and usefulness of the image reviews,further enhance the user's perceived credibility,and improve the product evaluation information recommendation effect.(4)Differential push for male and female consumers.
Keywords/Search Tags:Online review, image features, perceived credibility, impact studies
PDF Full Text Request
Related items