The Effect of Text, Image and Video-Based Product Review Presentation Formats on Online Purchasing Intention

This study aims to analyze the effect of product reviews shared by consumers in text-, image- and video-based formats on e-commerce websites on online purchasing intention. To this end, selected scale items were adapted and three different online surveys were designed for text- (Study-1), image- (Study-2), and video (Study-3)-based product review presentation formats. The research data (Study-1:207, Study-2:209, and Study-3:211) are collected from different participants through these three online surveys. The results of the regression analysis indicate that text-, image- and video-based product review presentation formats; and perceived review helpfulness, perceived review credibility, and positive perceived product understanding caused by these three product review presentation formats positively affect the online purchase intention. However, video-based product review presentation and positive perceived product understanding, perceived review credibility, and perceived review helpfulness caused by this format affect the online purchase intention more positively. The study provided implications and future research directions.