The effect of pictures in online consumer reviews on product evaluation: a study based on positive reviews of attractiveness-relevant products

Purpose The objective of this study is to examine the effects of pictures (consumer pictures vs. product pictures vs. no pictures) in online consumer reviews on product evaluation and to determine the mechanism and boundary conditions behind such effects. Design/methodology/approach The research consisted of three laboratory experiments. Findings The results showed that consumer pictures led to the most favorable product evaluation. Study 1 showed that persuasive effect was the mechanism behind the main effect. Study 2 showed that for problem-solving products, consumer pictures increased product evaluation significantly; for enhancing products, there was no significant difference of product evaluation among consumer pictures, product pictures and no picture. The results of Study 3 showed that for the unfamiliar brand, consumer pictures significantly enhanced product evaluation; for the highly familiar brand, there was no significant difference among consumer pictures, product pictures and no picture. The present research used persuasive effects to examine the mechanism behind the interaction effects. Practical implications The study provides managerial implications for online store owners about how to manage pictures in online reviews. Originality/value This study supplements the literature on online consumer reviews and enriches the study of effects of pictures.