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Visual cues and the bandwagon effect: do images and review votes make online reviews more credible?

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dc.contributor.authorZhu, Lina, author
dc.contributor.authorPark, Young Eun, advisor
dc.contributor.authorSivakumar, Gayathri, committee member
dc.contributor.authorRobinson, Arnold, committee member
dc.date.accessioned2021-09-06T10:24:51Z
dc.date.available2021-09-06T10:24:51Z
dc.date.issued2021
dc.description.abstractUsing the dual-process theory, this study aims at examining the impact of customers- uploaded images and the number of review votes on consumers' perceived credibility of the review, attitudes, and purchase intention towards the reviewed product. In the experiments, 256 participants participated in a 2 (image: images vs. no images) × 2 (review vote: a large review vote vs. a small review vote) between-subjects factorial design. The results show that review votes have significant positive impact on participants' perceived credibility, attitude, and purchase intention. The study also found significant impact between the relationships among perceived credibility, attitude, and purchase intention, as well as the mediated effect of attitude on the relationship between perceived credibility and purchase intention. However, in case of the customers-uploaded images, there is no significant impact of images on perceived credibility, attitude, and purchase intention found in this study. The study discusses its theoretical and empirical implications and limitations.
dc.format.mediumborn digital
dc.format.mediummasters theses
dc.identifierZhu_colostate_0053N_16688.pdf
dc.identifier.urihttps://hdl.handle.net/10217/233724
dc.languageEnglish
dc.language.isoeng
dc.publisherColorado State University. Libraries
dc.relation.ispartof2020-
dc.rightsCopyright and other restrictions may apply. User is responsible for compliance with all applicable laws. For information about copyright law, please see https://libguides.colostate.edu/copyright.
dc.subjecteWOM
dc.subjectonline review
dc.subjectattitude
dc.subjectpurchase intention
dc.subjecteWOM credibility
dc.titleVisual cues and the bandwagon effect: do images and review votes make online reviews more credible?
dc.typeText
dcterms.rights.dplaThis Item is protected by copyright and/or related rights (https://rightsstatements.org/vocab/InC/1.0/). You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).
thesis.degree.disciplineJournalism and Media Communication
thesis.degree.grantorColorado State University
thesis.degree.levelMasters
thesis.degree.nameMaster of Science (M.S.)

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