![]() In addition, the research uncovers the underlying psychological responses that mediate the relationship between NC in review comments and perceived review helpfulness. However, when the consumers perceived that the people in the pictures were dissimilar, HAP would reduce their buying behavior.Building on the previous literature, the work adds incremental knowledge on the role NC in online review comments play in affecting consumers' perceptions. 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.
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