The Impact Of Online Picture Review On Consumer Attitudes And Purchase Intentions

With the development of e-commerce,online shopping has become an integral part of modern life.Because the virtual nature of the online shopping environment enhances the risk of online consumers,their shopping decisions depend on the information they collect.Due to their ability to provide an indirect product experience including all aspects of product information,consumers' comments has become an important source of information for consumers,also a marketing strategy that online retailers cannot ignore,and has received widespread attention from academic and the public.However,with the continuous development of social media technology making online review system escalating,consumers can not only publish text comments but also upload the product's photos as a supplement.EWOM has aroused great interest among researchers over the past ten years,although the existing research on text review has helped us to understand some of the issues related to EWOM,but with the popularity of picture comments,the impact of the image on the consumer cannot be ignored.This paper firstly summarized the relevant research of online commentaries of Chinese and foreign scholars.By referring to the previous research on the pictures,the author puts forward the hypothesis,constructs the theoretical model on the basis of the theory of rational behavior and uses the questionnaire to carry on the empirical research to explore the impact of image comments on the perception of consumer function mechanism.The results show that,regardless of whether the comments are positive or negative,the picture comments can influence the consumers' purchase attitude by influencing the product attribute beliefs,which almost determines the purchase intention of the consumer,and the picture comment gives the consumer an image that interacts with the product which will have a certain impact on the purchase attitude of consumers,thus affecting consumer decision-making.The picture comments will also promote the role of product attributes.On this basis,this paper puts forward relevant management practice suggestions.