Yıl: 2022 Cilt: 22 Sayı: 2 Sayfa Aralığı: 489 - 516 Metin Dili: İngilizce İndeks Tarihi: 29-07-2022

The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention

Öz:
This study aims to analyze the effect of product reviews shared by consumers in text-, image- and video-based formats on e-commerce websites on online purchasing intention. To this end, selected scale items were adapted and three different online surveys were designed for text- (Study-1), image- (Study-2), and video (Study-3)-based product review presentation formats. The research data (Study-1:207, Study-2:209, and Study-3:211) are collected from different participants through these three online surveys. The results of the regression analysis indicate that text-, image- and video-based product review presentation formats; and perceived review helpfulness, perceived review credibility, and positive perceived product understanding caused by these three product review presentation formats positively affect the online purchase intention. However, video-based product review presentation and positive perceived product understanding, perceived review credibility, and perceived review helpfulness caused by this format affect the online purchase intention more positively. The study provided implications and future research directions.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
  • Appiah, O. (2006). Rich media, poor media: The impact of audio/video vs. text/picture testimonial ads on browsers' evaluations of commercial web sites and online products. Journal of Current Issues & Research in Advertising, 28(1), 73-86. doi: 10.1080/10641734.2006.10505192
  • Bagozzi, R. P., Yi, Y. and Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 6(3), 421-458. doi: 10.2307/2393203
  • Blanco, C. F., Sarasa, R. G. and Sanclemente, C. O. (2010). Effects of visual and textual information in online product presentations: looking for the best combination in website design. European Journal of Information Systems, 19(6), 668-686. doi: 10.1057/ejis.2010.42
  • Chau, P. Y., Au, G. and Tam, K. Y. (2000). Impact of information presentation modes on online shopping: an empirical evaluation of a broadband interactive shopping service. Journal of Organizational Computing and Electronic Commerce, 10(1), 1-20. Retrieved from: core.ac.uk/reader/37882830
  • Chua, A. Y. and Banerjee, S. (2014). Developing a theory of diagnosticity for online reviews. In Proceedings of the International Multiconference of Engineers and Computer Scientists, 1, 477-482. Retrieved from: http://www.iaeng.org/publication/IMECS2014/IMECS2014_pp477-482.pdf
  • Chua, A. Y. and Banerjee, S. (2016). Helpfulness of user-generated reviews as a function of review sentiment, product type and information quality. Computers in Human Behavior, 54, 547-554. doi: 10.1016/j.chb.2015.08.057
  • Çelik, Z. and Kabak, A. (2020). Online ürün incelemelerinde inceleme sunum formatlarının satın alma niyeti üzerindeki etkisine yönelik uygulamalı bir araştırma. 1st International Palandöken Scientific Research Congress, Erzurum, Türkiye, 24-25 Kasım, 278-290. Retrieved from: https://b3b7dd1a-d8cb-4579-8cfc-f21897e0f1ee.filesusr.com/ugd/6dc816_037a059ce011477d9a37093c7064f258.pdf
  • Daft, R. L. and Lengel, R. H. (1986). Organizational information requirements, media richness and structural design. Management Science, 32(5), 554-571. doi: 10.1287/mnsc.32.5.554
  • Fang, X., Brzezinski, J., Watson, K., Xu, S. and Chan, S. (2004). An empirical study of dual-modal information presentation. AMCIS 2004 Proceedings, 395. Retrieved from: https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1971&context=amcis2004
  • Field, A. (2000). Discovering statistics using SPSS for windows. London-Thousand Oaks-New Delhi: Sage Publications.
  • Flavián, C., Gurrea, R. and Orús, C. (2009). The effect of product presentation mode on the perceived content and continent quality of web sites. Online Information Review, 33(6), 1103-1128. doi: 10.1108/14684520911011034
  • George, D. and Mallery, M. (2010). SPSS for windows step by step: A simple guide and reference. 17.0 update (10a ed.) Boston: Pearson
  • Goldman, A. and Johansson, J. K. (1978). Determinants of search for lower prices: An empirical assessment of the economics of information theory. Journal of Consumer Research, 5(3), 176-186. doi: 10.1086/208729
  • Guo, J., Wang, X. and Wu, Y. (2020). Positive emotion bias: Role of emotional content from online customer reviews in purchase decisions. Journal of Retailing and Consumer Services, 52, 101891. doi: 10.1016/j.jretconser.2019.101891
  • Hair, J. F., Jr., Black, W. C., Babin, B. J. and Anderson, R. E. (2009). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
  • Hoch, S. J. and Deighton, J. (1989). Managing what consumers learn from experience. Journal of Marketing, 53(2), 1-20. doi: 10.1177/002224298905300201
  • Hong, W., Thong, J. Y. and Tam, K. Y. (2004). Designing product listing pages on e-commerce websites: an examination of presentation mode and information format. International Journal of Human-Computer Studies, 61(4), 481-503. doi: 10.1016/j.ijhcs.2004.01.006
  • Jiang, Z. and Benbasat, I. (2007). The effects of presentation formats and task complexity on online consumers' product understanding. Mis Quarterly, 31(3), 475-500. doi: 10.2307/25148804
  • Kala, D. and Chaubey, D. S. (2019). Impact of product presentation on purchase intention: Moderating role of mood in online shopping of lifestyle products. In Optimizing Millennial Consumer Engagement With Mood Analysis (pp. 1-18). IGI Global. doi: 10.4018/978-1-5225-5690-9.ch001
  • Kim, M., Lee, S. M., Choi, S. and Kim, S. Y. (2021). Impact of visual information on online consumer review behavior: Evidence from a hotel booking website. Journal of Retailing and Consumer Services, 60, 102494. doi: 10.1016/j.jretconser.2021.102494
  • Kim, M. and Lennon, S. (2008). The effects of visual and verbal information on attitudes and purchase intentions in internet shopping. Psychology & Marketing, 25(2), 146-178. doi: 10.1002/mar.20204
  • Kim, C., Oh, E. and Shin, N. (2010). An empirical investigation of digital content characteristics, value, and flow. Journal of Computer Information Systems, 50(4), 79-87. doi: 10.1080/08874417.2010.11645433
  • Kolb, D. A. (2014). Experiential learning: Experience as the source of learning and development. FT press.
  • Liu, Y. and Du, R. (2019). The Effects of image-based online reviews on customers' perception across product type and gender. Journal of Global Information Management (JGIM), 27(3), 139-158. doi: 10.4018/JGIM.2019070108
  • Li, M., Wei, K. K., Tayi, G. K. and Tan, C. H. (2016). The moderating role of information load on online product presentation. Information & Management, 53(4), 467-480. doi: 10.1016/j.im.2015.11.002
  • MacInnis, D. J. and Price, L. L. (1987). The role of imagery in information processing: Review and extensions. Journal of Consumer Research, 13(4), 473-491. doi: 10.1086/209082
  • Mudambi, S. M. and Schuff, D. (2010). What makes a helpful online review? A study of customer reviews on amazon.com. Management Information Systems Quarterly, 34(1), 185–200. doi: 10.2307/20721420
  • Mumuni, A. G., O’Reilly, K., MacMillan, A., Cowley, S. and Kelley, B. (2020). Online product review impact: The relative effects of review credibility and review relevance. Journal of Internet Commerce, 19(2), 153-191. doi: 10.1080/15332861.2019.1700740
  • Nunnally, J. C. (1978). Psychometric theory. New York: McGraw-Hill. PewInternet.
  • Obiedat, R. (2013). Impact of online consumer reviews on buying intention of consumers in UK: Need for cognition as the moderating role. International Journal of Advanced Corporate Learning (IJAC), 6(2), 16-21. Retrieved from: https://www.learntechlib.org/p/130292/.
  • Overmars, S. and Poels, K. (2015). Online product experiences: The effect of simulating stroking gestures on product understanding and the critical role of user control. Computers in Human Behavior, 51, 272-284. doi: 10.1016/j.chb.2015.04.033
  • Paivio, A. (1986). Mental representations: A dual coding approach. New York: Oxford University Press.
  • Park, J., Lennon, S. J. and Stoel, L. (2005). On‐line product presentation: Effects on mood, perceived risk, and purchase intention. Psychology & Marketing, 22(9), 695-719. doi: 10.1002/mar.20080
  • Park, D. H., Lee, J. and Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125-148. doi: 10.2753/JEC1086-4415110405
  • Park, J., Stoel, L. and Lennon, S. J. (2008). Cognitive, affective and conative responses to visual simulation: The effects of rotation in online product presentation. Journal of Consumer Behaviour: An International Research Review, 7(1), 72-87. doi: 10.1002/cb.237
  • Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y. and Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903. doi: 10.1037/0021-9010.88.5.879
  • Siering, M., Muntermann, J. and Rajagopalan, B. (2018). Explaining and predicting online review helpfulness: The role of content and reviewer-related signals. Decision Support Systems, 108, 1-12. doi: 10.1016/j.dss.2018.01.004
  • Stevens, J. (1996). Applied multivariate statistics for the social sciences, (3rd edition): Mahwah, Lawrence Erlbaum: New Jersey.
  • Tabachnick, B. G. and Fidell, L. S. (2007). Using multivariate statistics, (5th edition). Boston: Pearson Education.
  • Wang, Q. and Dai, Y. 2013. The influence of online product presentation and seller reputation on the consumers’ purchase intention across different involvement products. Pacific Asia Conference on Information Systems, Jeju Island, Korea. Retrieved from: https://core.ac.uk/download/pdf/301359581.pdf
  • Xu, P., Chen, L. and Santhanam, R. (2015). Will video be the next generation of e-commerce product reviews? Presentation format and the role of product type. Decision Support Systems, 73, 85-96. doi: 10.1016/j.dss.2015.03.001
  • Yoo, J. and Kim, M. (2014). The effects of online product presentation on consumer responses: A mental imagery perspective. Journal of Business Research, 67(11), 2464-2472. doi: 10.1016/j.jbusres.2014.03.006
APA ÇELİK Z, Kabak A, Uslu A (2022). The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention. , 489 - 516.
Chicago ÇELİK ZÜBEYİR,Kabak Aykut,Uslu Aypar The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention. (2022): 489 - 516.
MLA ÇELİK ZÜBEYİR,Kabak Aykut,Uslu Aypar The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention. , 2022, ss.489 - 516.
AMA ÇELİK Z,Kabak A,Uslu A The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention. . 2022; 489 - 516.
Vancouver ÇELİK Z,Kabak A,Uslu A The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention. . 2022; 489 - 516.
IEEE ÇELİK Z,Kabak A,Uslu A "The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention." , ss.489 - 516, 2022.
ISNAD ÇELİK, ZÜBEYİR vd. "The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention". (2022), 489-516.
APA ÇELİK Z, Kabak A, Uslu A (2022). The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 22(2), 489 - 516.
Chicago ÇELİK ZÜBEYİR,Kabak Aykut,Uslu Aypar The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention. Anadolu Üniversitesi Sosyal Bilimler Dergisi 22, no.2 (2022): 489 - 516.
MLA ÇELİK ZÜBEYİR,Kabak Aykut,Uslu Aypar The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention. Anadolu Üniversitesi Sosyal Bilimler Dergisi, vol.22, no.2, 2022, ss.489 - 516.
AMA ÇELİK Z,Kabak A,Uslu A The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention. Anadolu Üniversitesi Sosyal Bilimler Dergisi. 2022; 22(2): 489 - 516.
Vancouver ÇELİK Z,Kabak A,Uslu A The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention. Anadolu Üniversitesi Sosyal Bilimler Dergisi. 2022; 22(2): 489 - 516.
IEEE ÇELİK Z,Kabak A,Uslu A "The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention." Anadolu Üniversitesi Sosyal Bilimler Dergisi, 22, ss.489 - 516, 2022.
ISNAD ÇELİK, ZÜBEYİR vd. "The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention". Anadolu Üniversitesi Sosyal Bilimler Dergisi 22/2 (2022), 489-516.