RESEARCH ON THE IMPACT OF PERCEIVED QUALITY OF IMAGE-BASED REVIEWS ON CUSTOMER PURCHASE INTENTION
Main Article Content
บทคัดย่อ
Online shopping has become an important part of people's daily life. Online reviews, as an important reference information for potential consumers in online shopping, have also received extensive attention from scholars at home and abroad. Thanks to the rapid development of internet technology, the ease of operation of the e-commerce platforms and their stimulating marketing strategies such as "cash rewards for sharing activities", the presentation forms of online reviews on Chinese e-commerce platforms have also been continuously developed, and in addition to regular text reviews, different forms of online reviews such as imaged-based reviews and video reviews have emerged. Compared with text reviews, the large number of imaged-based reviews provides consumers with richer and more intuitive reference information, but also creates a dilemma and burden of information load for consumers. It is a challenge for potential consumers to quickly identify high-quality imaged-based reviews when facing a lot of reviews of varying quality. This paper will investigate the influence of the perceived quality of imaged-based reviews, the influence of consumers' product attitudes on consumers' purchase intentions, and the moderating role of the reviewer’s identity in the research model, in order to provide reference ideas for Chinese e-commerce platforms and merchants to provide higher quality imaged-based reviews to potential consumers.
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