The Addition of Images to eWOM in the Travel Industry: An Examination of Hotels, Cruise Ships and Fast Food Reviews
Abstract
:1. Introduction
2. Literature Review and Theory Development
2.1. Images as Visual Cues
2.2. Images in eWOM
2.3. Trust and Perceived Information Quality
2.4. Assessing Incongruence between Text and Images
3. Methods
3.1. Design of the Studies
3.2. Measurement Instrument Development
3.3. Research Participants
3.4. Analysis Tools
4. Results
4.1. Hypotheses 1
4.2. Hypotheses
4.3. Contributions to Theory
5. Discussion
5.1. Future Research & Limitations
5.2. Conclusions
Author Contributions
Funding
Acknowledgments
Conflicts of Interest
Appendix A
References
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Descriptive Statistics and ANOVA Results of Studies 1, 2 & 3 | |||||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Study 1 (Cruise Ship) | Study 2 (Fast Food) | Study 3 (Hotel) | |||||||||||
N | Mean | Std. Dev. | F | N | Mean | Std. Dev. | F | N | Mean | Std. Dev. | F | ||
Trust | |||||||||||||
Positive Review | Image | 61 | 5.52 | 1.219 | 34.054 * | 53 | 4.92 | 1.662 | 5.758 * | 71 | 4.46 | 1.706 | 15.813 * |
No Image | 60 | 4.08 | 1.266 | 61 | 4.23 | 1.431 | 64 | 3.33 | 1.604 | ||||
Neutral Review | Image | 53 | 4.94 | 1.231 | 24.824 * | 84 | 5.24 | 1.219 | 25.505 * | 61 | 5.3 | 1.006 | 27.048 * |
No Image | 61 | 3.72 | 1.368 | 63 | 4.24 | 1.146 | 64 | 4.33 | 1.07 | ||||
Negative Review | Image | 64 | 5.34 | 1.439 | 37.724 * | 61 | 5.38 | 1.019 | 62.74 * | 63 | 5.46 | 0.981 | 37.984 * |
No Image | 73 | 3.81 | 1.478 | 57 | 3.77 | 1.18 | 68 | 4.21 | 1.311 | ||||
Perceived Information Quality | |||||||||||||
Positive Review | Image | 61 | 4.92 | 1.394 | 11.179 * | 53 | 5.04 | 1.775 | 7.242 * | 71 | 4.55 | 1.575 | 18.02 * |
No Image | 60 | 4.12 | 1.236 | 61 | 4.26 | 1.29 | 64 | 3.38 | 1.638 | ||||
Neutral Review | Image | 53 | 3.85 | 1.669 | 20.042 * | 84 | 4.35 | 1.654 | 9.191 * | 61 | 4.21 | 1.427 | 16.428 * |
No Image | 61 | 2.52 | 1.49 | 63 | 3.59 | 1.265 | 64 | 3.19 | 1.402 | ||||
Negative Review | Image | 64 | 5.22 | 1.386 | 45.733 * | 61 | 5.03 | 1.402 | 34.496 * | 63 | 5.14 | 1.281 | 25.756 * |
No Image | 73 | 3.55 | 1.491 | 57 | 3.61 | 1.206 | 68 | 3.93 | 1.449 |
Pairwise Comparisons (Mean Difference and Std Error) | |||||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Study 1 (Cruise Ship) | Study 2 (Fast Food) | Study 3 (Hotel) | |||||||||||
Positive Text | Negative Text | Positive Text | Negative Text | Positive Text | Negative Text | ||||||||
MD | SE | MD | SE | MD | SE | MD | SE | MD | SE | MD | SE | ||
Trust | |||||||||||||
Positive Image | Neutral Image | 0.293 | 0.27 | 0.765 * | 0.27 | 0.293 | 0.27 | 1.122 * | 0.28 | 0.135 | 0.3 | −0.01 | 0.21 |
Negative Image | 1.086 * | 0.28 | 1.071 * | 0.26 | 1.086 * | 0.28 | 2.111 * | 0.27 | 1.086 * | 0.31 | 0.760 * | 0.22 | |
Neutral Image | Positive Image | −0.29 | 0.27 | −0.765 * | 0.27 | −0.29 | 0.27 | −1.122 * | 0.28 | −0.135 | 0.3 | 0.011 | 0.21 |
Negative Image | 0.793 * | 0.27 | 0.306 | 0.26 | 0.793 * | 0.27 | 0.989 * | 0.28 | 0.950 * | 0.32 | 0.771 * | 0.22 | |
Perceived Information Quality | |||||||||||||
Positive Image | Neutral Image | 0.15 | 0.3 | 1.061 * | 0.29 | 0.15 | 0.3 | 0.837 * | 0.32 | 0.206 | 0.29 | −0.26 | 0.25 |
Negative Image | 1.006 * | 0.31 | 1.082 * | 0.28 | 1.006 * | 0.31 | 1.095 * | 0.31 | 1.340 * | 0.3 | 0.693 * | 0.26 | |
Neutral Image | Positive Image | −0.15 | 0.3 | −1.061 * | 0.29 | −0.15 | 0.3 | −0.837 * | 0.32 | −0.206 | 0.29 | 0.257 | 0.25 |
Negative Image | 0.856 * | 0.3 | 0.022 | 0.28 | 0.856 * | 0.3 | 0.259 | 0.32 | 1.133 * | 0.3 | 0.950 * | 0.26 |
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Zinko, R.; Furner, C.P.; de Burgh-Woodman, H.; Johnson, P.; Sluhan, A. The Addition of Images to eWOM in the Travel Industry: An Examination of Hotels, Cruise Ships and Fast Food Reviews. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 525-541. https://doi.org/10.3390/jtaer16030032
Zinko R, Furner CP, de Burgh-Woodman H, Johnson P, Sluhan A. The Addition of Images to eWOM in the Travel Industry: An Examination of Hotels, Cruise Ships and Fast Food Reviews. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(3):525-541. https://doi.org/10.3390/jtaer16030032
Chicago/Turabian StyleZinko, Robert, Christopher P. Furner, Helene de Burgh-Woodman, Patricia Johnson, and Anne Sluhan. 2021. "The Addition of Images to eWOM in the Travel Industry: An Examination of Hotels, Cruise Ships and Fast Food Reviews" Journal of Theoretical and Applied Electronic Commerce Research 16, no. 3: 525-541. https://doi.org/10.3390/jtaer16030032
APA StyleZinko, R., Furner, C. P., de Burgh-Woodman, H., Johnson, P., & Sluhan, A. (2021). The Addition of Images to eWOM in the Travel Industry: An Examination of Hotels, Cruise Ships and Fast Food Reviews. Journal of Theoretical and Applied Electronic Commerce Research, 16(3), 525-541. https://doi.org/10.3390/jtaer16030032