The hybrid review format (verbal reviews accompanied by pictures) is increasingly prevalent in online consumer reviews. However, the mechanism behind the superiority effect of hybrid reviews is still unclear. Unlike previous studies based on information processing theory that emphasize the imagery-provoking ability of the verbal information, we contend that imagery in hybrid reviews is the information that adds more diagnostic value to online reviews and thus makes the reviews more helpful. Our experimental studies found that hybrid reviews were perceived as more helpful than word-only reviews, and this effect was explained by the perceived amount of information. Moreover, the superiority effect of hybrid reviews on perceived helpfulness was found to be contingent on the review extremity and viewing tasks. These results confirmed our hypothesis of picture as information, explaining the superiority effect of hybrid reviews and pinpointed the conditions under which such an effect would occur or disappear.

No abstract

No abstract

Purpose This study aims to distinguish two regret conditions, other-blame regret (O-regret) and self-blame regret (S-regret), and investigate the underlying mechanism and boundary conditions of the relationship between regret and negative word of mouth (NWOM). Design/methodology/approach Four experiments and one survey study test hypotheses regarding how O-regret and S-regret influence NWOM through mediating mechanism of anger and sadness and how the impact of regret on NWOM is moderated by boundary conditions. Findings The results show that consumers who experience O-regret transmit more NWOM than those who experience S-regret. Anger is a dominant emotion when consumers experience O-regret and mediates the impact of regret on NWOM, and sadness is a dominant emotion when consumers experience S-regret and mediates the impact of regret on NWOM. In addition, purchased price (full vs discount price), regret context (private vs public context) and return policy (strict vs lenient policy) are found to moderate the effect of regret on NWOM. Research limitations/implications This study was conducted in China, which has a unique business environment that may differ from other countries. Therefore, this research opens a new avenue to further examine such a phenomenon in countries where a more lenient return policy is a standard business practice. Cross-nation studies comparing how different return policies and other business environment conditions are warranted in future research. Practical implications The study provides several insights for marketers considering the management of NWOM by understanding consumer O-regret and S-regret in either online or offline retailing situations. Originality/value This paper contributes to the extant literature by distinguishing different outcome regrets. The theoretical conceptualization and empirical findings shed further lights on the relationship between regret and other negative emotions and how O-regret and S-regret lead to different impacts on NWOM through different paths of mediation mechanism.

Purpose The purpose of this paper is to examine how informativeness and entertainment, two important online store characteristics, influence consumers’ approach behaviors. The current research also investigates the mechanism and boundary condition behind these relationships. Design/methodology/approach The study proposed a conceptual framework that included five variables to understand consumers’ approach behaviors toward online stores. By surveying 307 Chinese online shoppers using a comprehensive questionnaire, the authors collected data that were then used to test the hypotheses. Data were examined using regression analysis. Findings The results showed that online store informativeness and entertainment significantly affected consumers’ approach behaviors. In the relationship between these two online store characteristics and consumers’ approach behaviors, pleasure played a mediating role. Hedonic value moderated the effect of informativeness on consumers’ approach behaviors. However, the moderating role of hedonic value was not significant in the relationship between entertainment and consumers’ approach behaviors. Originality/value The present study supplements the research on online store characteristics based on the perception of overall online store environmental cues. This paper also examines the online shopping experience of consumers in emerging markets like China.

No abstract

No abstract

The objective of this chapter is to examine how consumers become fans of Apple products through hero worship of Steve Jobs. To bolster the understanding of this interesting phenomenon regarding how consumers establish psychological connection with Steve Jobs, the psychological continuum model (PCM) and social identity theory are applied as frameworks to assess the evolvement process of Steve Jobs' fans across four progressive stages. To allocate these fans into distinct stages that represent an increased psychological connection, the authors conducted a content analysis of web reviews based on two Steve Jobs online fan communities. The findings indicate that progressive development of fans can be classified into four stages of awareness, attraction, attachment and allegiance with discrete psychological, and behavioral outcomes.