有图未必有真相!线上消费情境下在线评论图片美化对评论采纳意愿的影响

摘要/Abstract

摘要： 现有关于在线评论的研究大多聚焦于文字评论，而对图片评论关注有限。有关图片评论的研究也仅探讨了图文评论对比、图片数量及图片类型的作用，忽视了图片美化这一特征的影响。本文整合S-O-R理论与启发式-分析式双系统模型，通过设计三个实验来探讨图片美化对评论采纳意愿的影响机制及其边界条件。研究发现，图片美化不仅对评论采纳意愿产生直接的负向影响，而且会通过感知真实性的单中介以及感知真实性和感知诊断性的链式中介对评论采纳意愿产生间接影响。此外，产品类型（搜索型VS. 体验型）通过调节图片美化对感知真实性的负向影响进而对链式中介路径起调节作用。研究结论不仅丰富了在线评论领域的研究内容，拓展了图片评论的研究范畴，而且也对商家如何正确引导消费者进行图片评论具有实践启示。

关键词: 在线评论, 图片美化, 感知真实性, 感知诊断性, 评论采纳意愿

Abstract: There are two main forms of online reviews, verbal reviews and pictorial reviews. Most of the current researches on online reviews have focused on verbal reviews, with limited attention on pictorial reviews. Even the limited researches on pictorial reviews only discuss the contrast effect of pictorial and verbal reviews, number of pictures and type of pictures, while ignoring photo beautification, an increasingly common phenomenon in online review. In this paper, we integrate the S-O-R theory and the heuristic and analytical dual-system model, and design three experiments to explore the mechanism of how picture beautification influences review adoption intention and its boundary conditions. The results show that the direct effect of online review picture beautification on review adoption intention is significant, and the indirect effects through the single mediation of perceived authenticity and the chain mediation of perceived authenticity and perceived diagnosability are significant. In addition, product type (search VS experience) moderates the negative effect of online review picture beautification on perceived authenticity and thus moderates the chain mediation effect. The research results not only enrich the research content of online reviews, expand the research scope of pictorial reviews, and put forward the authenticity-diagnosability-adoption model, but also have important practical enlightenment on how to guide consumers to make picture reviews.

Key words: online review, picture beautification, perceived authenticity, perceived diagnosability, review adoption intention

张焱楠, 唐尧, 祝养浩, 涂铭. 有图未必有真相!线上消费情境下在线评论图片美化对评论采纳意愿的影响[J]. 管理评论, 2023, 35(11): 142-152.

Zhang Yannan, Tang Yao, Zhu Yanghao, Tu Ming. A Picture may Not Tell the Truth! The Influence of Online Review Picture Beautification on Review Adoption Intention in Online Consumption Context[J]. Management Review, 2023, 35(11): 142-152.

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