The Effects of Image-Based Online Reviews on Customers' Perception Across Product Type and Gender

Abstract

Online vendors consider image online reviews as an important format to improve customers' buying decision. Prior research examined the influence of review presentation format, but did not focus on image format. Little is known about customers' perception on image online reviews. This study developed a theoretical model to analyze the effect of image reviews across product type and gender. The 2×2×2 between-subject experimental design was conducted to test hypotheses. The results demonstrated that compared to text review, the influence of image format on customers' perception was more significant, but in varying degrees across product type and gender. This study found that image format had more positive impact for experience product's understanding compared to search product. The result also showed that the effect of image format on experience product was not significant greater for females than males, but the perception improvement degree from text to image reviews was saliently different between genders. This study discussed theoretical and managerial contributions of these results.