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Should online reviews include pictures? The impact of fit between product type and online review presentation format

Author

Listed:
  • Qing Yao
  • Yixuan Han

    (School of Economics and Management, University of Science and Technology Beijing, Beijing, China)

  • Defeng Yang

    (School of Management, Jinan University, Guangzhou, China)

Abstract

This article investigates the influence of including pictures in online consumer reviews on review helpfulness perceptions for different types of products (hedonic vs utilitarian). Based on the dual-process model of information processing and regulatory fit theory, the study finds that reviews composed mainly of pictures are more helpful for hedonic purchases, while reviews composed mainly of text are more helpful for utilitarian purchases. The reason is that a picture-based (vs text-based) review permits consumers to obtain more knowledge about a product’s emotional (rational) benefits, which fits with hedonic (vs utilitarian) products’ consumption motivation. Specifically, the effect of fit between hedonic (vs utilitarian) purchase and picture (vs text) presentation of a review on the review helpfulness perception is mediated by emotional (vs cognitive) engagement. JEL Classification: M31, M37

Suggested Citation

  • Qing Yao & Yixuan Han & Defeng Yang, 2024. "Should online reviews include pictures? The impact of fit between product type and online review presentation format," Australian Journal of Management, Australian School of Business, vol. 49(3), pages 509-527, August.
    • Handle: RePEc:sae:ausman:v:49:y:2024:i:3:p:509-527
    DOI: 10.1177/03128962221142407
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    References listed on IDEAS

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    More about this item

    Keywords

    Engagement; hedonic and utilitarian products; online review helpfulness; pictures; texts;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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