Research On The Influence Of Online Picture Review On Consumer's Purchase Ntention

The emergence of the Internet has changed people's li festyle and also improved the efficiency of social activities.Relying on the Internet,the source of information is more abundant and transparent,the transmission path is wider,and the efficiency is higher.As a representative of the transformation of business activities in the Internet era,the emergence of e-commerce has subverted the traditional shopping scene.Nowadays,people can purchase their favorite products through the Internet without leaving home.At the same time,the virtual nature of cyberspace has made consumers worry about online shopping while enjoying its convenience and efficiency.In recent years,information technology keeps continuous development,and major e-commerce platforms have paid more attention to consumer experience and word of mouth effect.They gradually improved the evaluation feedback system of the platform,and launched the consumer review function.In recent years,the e-commerce platform has added the function of picture review based on the original text review function,and encouraged consumers to comment with pictures through various incentives.Not only enterprises,academics have begun to pay attention to the importance of picture reviews on consumers.However,due to the late appearance of the picture review function,the research in this field is relatively thin compared to the resear-ch on text reviews,and there are still many aspects that need to be further supplemented.This article focuses on the research of the impact of online picture review on consumers' intention to purchase.Based on a large number of past scholars' research on the field of text review and the research on pictures in the field of advertising and consumer behavior,we build the research model of this paper while combining the theory of Dual-Coding Theory and the Stimulus-Organism-Response theory.Through empirical research,it is confirmed that the picture review influences the consumer's intention to purchase via the consumer's perceived value,perceived risk and perceived trust of the picture review.Then we compare the influence difference of different types of review and analysis of the regulatory role of review polarity.At last,we prove the superiority of negative picture review in affecting consumers'intention to purchase.This paper further expands the research on Online word-of-mouth and consumer decision-making from the field of textual review to picture review.While further supplementing the theory,it also has practical reference significance.Thr-ough summarization and analysis,this paper emphasizes the important influence of online picture review,and provides suggestions for the management of the user review system of the online shopping platform and the network marketing of enterprise merchants.