管理评论 ›› 2023, Vol. 35 ›› Issue (11): 142-152.

• 电子商务与信息管理 • 上一篇    下一篇

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

张焱楠1, 唐尧2, 祝养浩3, 涂铭4   

  1. 1. 西南财经大学工商管理学院, 成都 611130;
    2. 中南财经政法大学工商管理学院, 武汉 430073;
    3. 华中科技大学管理学院, 武汉 430074;
    4. 华中农业大学经济管理学院, 武汉 430072
  • 收稿日期:2022-02-25 出版日期:2023-11-28 发布日期:2023-12-27
  • 通讯作者: 祝养浩(通讯作者),华中科技大学管理学院博士研究生。
  • 作者简介:张焱楠,西南财经大学工商管理学院博士研究生;唐尧,中南财经政法大学工商管理学院讲师,博士;涂铭,华中农业大学经济管理学院副教授,博士。
  • 基金资助:
    国家自然科学基金青年项目(72101271;71702063);国家自然科学基金面上项目(72172157);国家自然科学基金重点项目(72132001)。

A Picture may Not Tell the Truth! The Influence of Online Review Picture Beautification on Review Adoption Intention in Online Consumption Context

Zhang Yannan1, Tang Yao2, Zhu Yanghao3, Tu Ming4   

  1. 1. School of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130;
    2. School of Business Administration, Zhongnan University of Economics and Law, Wuhan 430073;
    3. School of Management, Huazhong University of Science and Technology, Wuhan 430074;
    4. College of Economics & Management, Huazhong Agricultural University, Wuhan 430072
  • Received:2022-02-25 Online:2023-11-28 Published:2023-12-27

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