loungejnr.blogg.se

It also found that consumers were not able to identify false comments. Furthermore, the study identified a significant correlation between the visual browsing behavior of consumers and their purchase intention. The results showed that consumers’ attention to negative comments was significantly greater than that to positive comments, especially for female consumers.

The research methodology involved (i) development of a conceptual framework of online product review and purchasing intention through the moderation role of gender and visual attention in comments, and (ii) empirical investigation into the region of interest (ROI) analysis of consumers fixation during the purchase decision process and behavioral analysis. However, when the consumers perceived that the people in the pictures were dissimilar, HAP would reduce their buying behavior.This study investigated the impact of online product reviews on consumers purchasing decisions by using eye-tracking. When the consumers perceived that the people in the pictures were similar, HAP would promote their buying behavior. Finally, the influence of person’s physical attractiveness on consumers’ purchase intention was moderated by perceived similarity. Body image was a mediator in the relationship between person’s physical attractiveness in picture reviews and consumers’ purchase intention, that is, people’s physical attractiveness indirectly influenced consumers’ purchase intention through body image. The results showed that the physical attractiveness of the person in the picture reviews significantly affected the purchase intention of consumers, and the highly attractive person (HAP) could promote the purchase behavior of consumers.

Journal of Service Science and Management,ĪBSTRACT: This research explored the impact of person’s physical attractiveness in the picture reviews on women’s clothing purchase intention. Picture Reviews, Physical Attractiveness, Body Image, Perceived Similarity Highly versus Normally Attractive Person in Picture ReviewsĪUTHORS: Rui Wang, Baoying Feng, Siyun Chen Journal of Interactive Marketing, 21, 76-94. (2007) Why Are You Telling Me This? An Examination into Negative Consumer Reviews on the Web.