Influence of Media Richness of E-WOM on Consumers' Mental Imagery and Attitudes

Authors

Nian Zhao, Sichuan Agricultural University, ChinaFollow
Xiaolin Li, Sichuan Agricultural University, ChinaFollow
Yuanhong Ma, Sichuan Agricultural University, ChinaFollow
Linbin Zhang, Sichuan Agricultural University, ChinaFollow
Liangqiang Li, Sichuan Agricultural University, ChinaFollow
Yunzhong Cao, Sichuan Agricultural University, ChinaFollow

Corresponding Author

Xiaolin Li

Document Type

Article

Abstract

E-WOM has become a hot research topic. Based on the theory of media richness, this paper divides online reviews into three types according to the degree of e-WOM richness from low to high - "text", "text + image" and "text + image + video". From the perspective of mental imagery, this paper explores the consumer attitudes of these three kinds of reviews with different richness. The Experimental data analysis shows that compared with "text" reviews, "text + image" reviews have more significant impact on consumers' metal imagery and attitudes; as a form of high richness e-WOM, "text + image + video" has the most significant impact on consumers' metal imagery and attitudes. This discovery points out several meaningful directions for the further study from the perspective of media richness.

Recommended Citation

Zhao, Nian; Li, Xiaolin; Ma, Yuanhong; Zhang, Linbin; Li, Liangqiang; and Cao, Yunzhong, "Influence of Media Richness of E-WOM on Consumers' Mental Imagery and Attitudes" (2018). ICEB 2018 Proceedings (Guilin, China). 63.
https://aisel.aisnet.org/iceb2018/63