PDF(Pubmed)
Abstract：
Picture in online customer reviews conveys detailed product information to help potential customers make purchase decisions, which is an important form of digital data. Therefore, understanding the predictors of picture sharing in online customer reviews is crucial for retail businesses to achieve digital transformation strategies for competitive advantage, high quality service and sustainable performance. By analyzing 6211 online customer reviews of 16 products crawled from the famous online shopping site JD.com in China, this study tests the effects of reviewer rank (who), product type (what), time interval (when), review device (where), consumption satisfaction (why), and the level of involvement (how) on whether customers sharing picture and picture count in online customer reviews based on the 5W1H analysis framework. The results show that: (1) with or without picture and picture count both influence the helpfulness of online customer reviews; (2) product type, time interval, review device, consumption satisfaction and the level of involvement significantly affect whether consumers share picture; and (3) review device, consumption satisfaction and the level of involvement significantly affect picture count. The findings can help managers manage picture reviews to improve business performance.
摘要：
在线客户评论中的图片传达了详细的产品信息，以帮助潜在客户做出购买决策，这是数字数据的一种重要形式。因此,了解在线客户评论中图片共享的预测因素对于零售企业实现竞争优势的数字化转型战略至关重要，高质量的服务和可持续的性能。通过分析从中国著名的在线购物网站JD.com抓取的16种产品的6211条在线客户评论，这项研究测试了审稿人等级(谁)的影响，产品类型（什么），时间间隔(当)，审查装置（其中），消费满意度(为什么)，以及基于5W1H分析框架的在线客户评论中客户是否共享图片和图片计数的参与程度（如何）。结果表明:(1)有或没有图片和图片计数都影响在线客户评论的有用性;(2)产品类型,时间间隔,审查装置,消费满意度和参与程度显著影响消费者是否分享图片；以及(3)审查设备，消费满意度和参与水平显著影响图片计数。这些发现可以帮助经理管理图片评论以提高业务绩效。
