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1 Introduction
Internet usage has grown exponentially in recent years. Web-based technologies have enabled consumers to engage in electronic word of mouth (eWOM) communication such as posting their text reviews and product pictures on web sites and seeking product recommendations online. There is increasing evidence that consumers are influenced by opinions posted online before making purchase decisions ([7] Chevalier and Mayzlin, 2006). However, unlike traditional face-to-face WOM, eWOM typically occurs in an anonymous asynchronous online environment. On some web sites, consumers are even encouraged to leave their feedback for a small fee ([2] Bailey, 2005). Therefore, some consumers might discount the message quality and credibility of the feedback, thereby reducing viewers' interest of the products and the intention of purchasing.
The influence of eWOM has been receiving tremendous attention in recent investigations. Researchers studied the different aspects of eWOM communication. [4] Brown et al. (2007) considered three key online influence factors: tie strength, homophily, and source credibility of eWOM from a social networks perspective. [3] Bickart and Schindeler (2001) investigated different influences between online discussions and marketer-generated sources, evaluating aspects of credibility, relevance, and empathy. [37] Resnick et al. (2000) discussed the importance of reputation systems (or feedback mechanisms) for establishing trust over online interaction. In contrast, in their study of Amazon's and Barnes & Noble's web sites, [7] Chevalier and Mayzlin (2006) suggested that consumers read review text (i.e. message content) rather than the summary statistics that the reputation system generates. Nevertheless, relatively few studies of eWOM have paid sufficient attention to eWOM message content itself. As a result, very little is known about how visual information in eWOM content affects consumer perception and purchase intention.
In the past, online recommendations were always submitted in text form. However, with fast-forward technology in digital communication nowadays it has become much easier for consumers to post pictures or video clips on internet forums or blogs sharing product features and consumption-related experiences. Researchers of e-commerce and interactive marketing have indicated that online atmospherics (e.g. web site layout, color, and product visualizations) could have a significant influence on consumer choice ([16] Griffith, 2005; [32] Mandel and Johnson, 2002; [31] Malthouse and Shankar, 2009). It implies that visual information of eWOM might also play a crucial role influencing consumer...