Corresponding Author

Xiaolin Li

Document Type



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.