| dc.description.abstract | With the development of the Internet, consumers have been changing their purchase behavior, relying more and more on Online Reviews, which are more convenient and cost less. As a result, the purpose of this study is to explore whether factors composing an online review, such as shapes, colors and locations of pictures, types of words and layouts of all factors, have a significant influence on evaluation of the review subject. The experimental research design was conducted to verify if there were main effects and interaction effects existing among those online review cues. The results are going to be shown as follows.
1. Warm or cool color pictures, location of pictures and positive comments come after or before negative ones have a significant three-way interaction effect on receivers’ intention to share the review subject.
2. Participants’ gender and location of pictures have a significant two-way interaction effect on receivers’ anticipated satisfaction of product attribute, overall anticipated satisfaction of product, overall attitude and intention to share the review subject.
3. Participants’ gender and warm or cool color pictures have a significant two-way interaction effect on receivers’ intention to share the review subject.
4. Black-white or colorful pictures have a significant effect on receivers’ anticipated satisfaction of subject attribute.
5. Positive or negative reviews and black-white or colorful pictures have a significant two-way interaction effect on receivers’ anticipated satisfaction of subject attribute.
6. Concrete or abstract words have a significant effect on receivers’ intention to share the review subject.
7. Positive or negative reviews, concrete or abstract words and black-white or colorful pictures have a significant three-way interaction effect on receivers’ anticipated satisfaction of subject attribute.
8. Independent or interdependent participants have a significant effect on receivers’ anticipated satisfaction of subject attribute, overall attitude and intention to share the review subject.
9. Participants’ gender and emotional or rational words have a significant two-way interaction on receivers’ anticipated satisfaction of subject attribute, overall attitude and intention to share the review subject. | en_US |