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Why is a picture 'worth a thousand words'? Pictures as information in perceived helpfulness of online reviews

机译:为什么照片“胜过千言万语”?图片作为在线评论的乐于助人的信息

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The hybrid review format (verbal reviews accompanied by pictures) is increasingly prevalent in online consumer reviews. However, the mechanism behind the superiority effect of hybrid reviews is still unclear. Unlike previous studies based on information processing theory that emphasize the imagery-provoking ability of the verbal information, we contend that imagery in hybrid reviews is the information that adds more diagnostic value to online reviews and thus makes the reviews more helpful. Our experimental studies found that hybrid reviews were perceived as more helpful than word-only reviews, and this effect was explained by the perceived amount of information. Moreover, the superiority effect of hybrid reviews on perceived helpfulness was found to be contingent on the review extremity and viewing tasks. These results confirmed our hypothesis of picture as information, explaining the superiority effect of hybrid reviews and pinpointed the conditions under which such an effect would occur or disappear.
机译:混合审查格式(图片伴随着图片)在线消费者评论越来越普遍。然而,杂交评论的优势效果背后的机制仍然不清楚。与以前的学习基于信息处理理论,强调口头信息的图像激发能力,我们争夺混合审查中的图像是为在线评审中增加了更多诊断价值的信息,从而使审查更有帮助。我们的实验研究发现,杂交审查被认为比仅限单词审查更有助于,并且通过感知的信息量来解释这种效果。此外,发现杂交评论对感知助人的优势效应被认为是在审查极端和观看任务的情况下取决于争论。这些结果证实了我们对图片的假设作为信息,解释了混合评论的优势效果,并确定了这种效果发生或消失的条件。

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