Although extant literature has investigated the helpfulness of online reviews, much of this research has focused on investigating the textual feature of online reviews, while omitting other potential determinants of helpfulness such as the image feature of online reviews. In this study, we examine the following research questions (RQ): RQ1: How will review image features (i.e., colorfulness and color harmony) influence review helpfulness? And RQ2: How will review text features (i.e., sentiment and complexity) and visual features (i.e., colorfulness and color harmony) interactively influence helpfulness? Our preliminary findings suggest that both colorfulness and color harmony of review image have positive impacts on review helpfulness, and that review sentiment has moderating impacts on the above relationships.
Lu, Xuecong; Head, Milena; and Yang, Junyi, "Understanding Online Review Helpfulness: A Color Theory Perspective" (2021). SIGHCI 2021 Proceedings. 3.