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

Abstract

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

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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