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Seeing is believing: the effects of images on trust and purchase intent in eWOM for hedonic and utilitarian products

Author

Listed:
  • Robert Zinko

    (Texas A&M University–Commerce)

  • Helene de Burgh-Woodman

    (IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris])

  • Zhan Zhang Furner

    (ECU - East Carolina University [Greenville] - UNC - University of North Carolina System)

  • Soo Jung Kim

    (Texas A&M University–Commerce)

Abstract

Images are frequently used in online reviews, yet little research explores the effects that images have on online consumer behavior. This two-study investigation examines the effects of images in electronic word of mouth (eWOM) for both hedonic and utilitarian products. Results show that images affect the relationship between review text and purchase intention as well as trust for both product categories. However, images were shown to be more effective for hedonic than utilitarian products. Interestingly, it was found that congruence between the image and text is not a significant predictor of trust or purchase intention in some conditions (i.e., the images may not have to perfectly reflect the text to facilitate these outcomes for utilitarian products).

Suggested Citation

  • Robert Zinko & Helene de Burgh-Woodman & Zhan Zhang Furner & Soo Jung Kim, 2021. "Seeing is believing: the effects of images on trust and purchase intent in eWOM for hedonic and utilitarian products," Post-Print hal-03613805, HAL.
    • Handle: RePEc:hal:journl:hal-03613805
    DOI: 10.4018/JOEUC.20210301.oa5
    as

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    Cited by:

    1. Monika Monika & Ferdi Antonio, 2022. "How Superhero Characters Shape Brand Alliances and Leverage the Local Brand: The Evidence from Indonesia," Businesses, MDPI, vol. 2(1), pages 1-21, February.

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