Influence of picture presence in reviews on online seller product rating: Moderation role approach

• Md Altab Hossin,
• Yinping Mu,
• Jiaming Fang,
• Adasa Nkrumah Kofi Frimpong,

Vol. 13, No. 12, December 31, 2019
10.3837/tiis.2019.12.017, Download Paper (Free):

• Online consumer reviews; Picture influence; Consumer behavior; Search goods; Experience goods; Moderation effect

Abstract

Online consumer reviews (OCRs) provide product information and recommendations especially pictures in reviews depict the true information about the product. This study investigates the influence of pictured reviews on online seller (for a particular product of a seller) rating with moderating effect of price, brand type (foreign vs local), goods type (experience vs search), and brand familiarity. Multiple robust linear regression analysis with moderation interaction and quadratic effect used to explain the relationship of the explanatory variables with the criterion variable. We collected cross-sectional data from the two most renowned Chinese online shopping platforms (B2C) of total 15,621 product links. Results show that higher number of reviews with a low ratio of picture reviews response negative effect on rating, whereas the lower number of reviews with a high ratio of picture reviews response positive effect on the rating. In overall picture in the reviews improve the online seller product rating. For the moderation effect, results show that price and brand familiarity have a positive interaction effect on the relation of pictured reviews and rating whereas experience goods have less negative effect comparing search goods. Finally, local brand has less negative interaction effect comparing foreign brand to pictured reviews and rating.

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