The Impact of the Perceived Attractiveness and Review Valence on Consumers Purchase Intention in Online Reviews

摘要：

　　With the rapid development of internet technology and online shopping, pictures are widely used in online reviews.This study based on the elaboration likelihood model, cognitive dissonance theory and cue consistency theory focuses on effects of the perceived attractiveness of pictures and review valence in online reviews on consumers purchase intention.Two studies will be conducted to test the framework and relevant hypotheses, the pictures in online reviews affect perceived usefulness of the reviews, and the online reviews with pictures make consumers feel more useful than without pictures.The perceived attractiveness of pictures moderates the effect of review valence on purchase intention and perceived fluency.The study also found the perceived attractiveness of pictures as a moderator, and the mediating effects of perceived fluency.

关键词： online reviews perceived attractiveness review valence purchase intention perceived fluency

作者: Jinglei Su Chengyue Yin

作者单位: Business school, Jiangsu Normal University, Xuzhou, 221116, China Business school, Northeast Normal University, Changchun, 130117, China

会议类型: 国际会议

会议名称: The Eighteenth Wuhan International Conference on E-Business(第18届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 182-187

在线出版日期: 2019-05-24（万方平台首次上网日期，不代表论文的发表时间）