The Effects of Review Presentation Formats on Consumers' Purchase Intention

Perception of products has becoming one the most important factors influencing consumers’ purchase intention in context online shopping. Thus, enriching and studying review presentation formats have been significant things for practitioners researchers. This study employed dual coding theory telepresence to investigate effects (text-based reviews, image-based reviews video-based reviews) on intention, then analysed moderation effect product type. The 3×2 between-subject situational experiment within-subject eye-tracking design were separately applied test hypotheses. results manifested that exactly could generate different impacts intentions. And type moderated impact Hence, this research considered vendors should pay more attention moreover take into account.