Influence of Visual Cues of E-WOM on Consumers' Purchase Intention

Authors

Linbin Zhang, Business School, Sichuan Agricultural University, Dujiangyan, 611800, ChinaFollow
Wei Peng, Business School, Sichuan Agricultural University, Dujiangyan, 611800, ChinaFollow
Nian Zhao, Business School, Sichuan Agricultural University, Dujiangyan, 611800, China
Xiaolin Li, Business School, Sichuan Agricultural University, Dujiangyan, 611800, China

Abstract

E-WOM is considered to be an important factor affecting consumers' purchasing decisions. Now many scholars focus on the specific presentation of e-WOM to study consumer behavior, and the research on the influence mechanism of the form-based characteristics of e-WOM information on consumers is relatively lacking. Based on clue utilization theory and the perspective of consumer psychology processing, we explores the impact of visual cues of e-WOM on consumer perception and purchase intention. The experimental results show that the visual cues of e-WOM promote the mental imagery of consumers, and then have a significant impact on their perceptual diagnosis and purchase intention. Finally, the corresponding marketing management inspiration is proposed.

Recommended Citation

Zhang, Linbin; Peng, Wei; Zhao, Nian; and Li, Xiaolin, "Influence of Visual Cues of E-WOM on Consumers' Purchase Intention" (2019). WHICEB 2019 Proceedings. 7.
https://aisel.aisnet.org/whiceb2019/7