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User presence in online product reviews: The dual effects on purchase intention

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  • Kou, Yan
  • Powpaka, Samart
  • Zhou, Lanlan
  • Huang, Jiangyu
  • Lu, Dong

Abstract

Consumers frequently post selfies featuring product usage in online product reviews. This research investigates the dual effects of user presence in product reviews (UPPR) on viewers’ purchase intention and the underlying psychological mechanisms. Through three experiments and an analysis of field data of 3,577 products, our findings revealed that UPPR influences purchase intention in two significant ways, enhancing sense of social presence while decreasing self-congruity. The net effect of UPPR on purchase intention is determined by the diagnosticity of the UPPR information. When UPPR is highly diagnostic, the negative impact of reduced self-congruity dominates, lowering purchase intentions. Conversely, when UPPR is low in diagnosticity, the positive effect of increased sense of social presence prevails, boosting purchase intentions. The findings provide significant theoretical insights into social influence and self-congruity construction in the digital world and offer crucial practical implications for electronic word-of-mouth marketing.

Suggested Citation

  • Kou, Yan & Powpaka, Samart & Zhou, Lanlan & Huang, Jiangyu & Lu, Dong, 2025. "User presence in online product reviews: The dual effects on purchase intention," Journal of Business Research, Elsevier, vol. 199(C).
    • Handle: RePEc:eee:jbrese:v:199:y:2025:i:c:s0148296325003868
    DOI: 10.1016/j.jbusres.2025.115563
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