Comparative summary of visual cues
| Article | Visual cue | Context | Finding/contribution |
|---|---|---|---|
| Yao and Shao (2021) |
| Online product presentation of utilitarian products (camera and phone) | Vivid text description, compared to pallid text description, leads to higher purchase intentions in low-involvement condition |
| Li and Xie (2020) |
| User-generated and firm-generated social media posts related to airlines and vehicle brands | Posts with pictures stand out from the text-only posts, emphasizing the mere presence effect. Image-text fit increases the liking for airline-related Twitter posts, but this effect is absent on Instagram |
| González et al. (2021) |
| Pictorial contextual background in online apparel presentation | Display rich contextual settings facilitates female consumers’ purchase intentions due to the improved emotional value |
| Leung et al. (2024) |
| Hotel Facebook page | Compared to text, pictures contribute to more favorable attitudes toward Facebook page. Compared to pictures, textual messages centering product features lead to higher purchase and WOM intentions |
| Wu et al. (2021) |
| User-generated reviews in a hotel review context | Reviews presented in a hybrid format (text and pictures) are perceived as more helpful than text-only reviews, as pictures offer additional diagnostic cues |
| Li et al. (2022) |
| User-generated reviews of restaurants on yelp | Reviews with photos are more helpful and enjoyable than reviews without photos |
| Current research |
| Firm-generated product presentation for online wine sale | Focusing on firm-generated product presentations, this research contributes to the food and beverage sector by examining how combined visual cues convey sensory information and shape consumer perceptions to enhance online sales |
| Article | Visual cue | Context | Finding/contribution |
|---|---|---|---|
Text | Online product presentation of utilitarian products (camera and phone) | Vivid text description, compared to pallid text description, leads to higher purchase intentions in low-involvement condition | |
Text Text + pictures | User-generated and firm-generated social media posts related to airlines and vehicle brands | Posts with pictures stand out from the text-only posts, emphasizing the mere presence effect. Image-text fit increases the liking for airline-related Twitter posts, but this effect is absent on Instagram | |
Pictures | Pictorial contextual background in online apparel presentation | Display rich contextual settings facilitates female consumers’ purchase intentions due to the improved emotional value | |
Text Pictures | Hotel Facebook page | Compared to text, pictures contribute to more favorable attitudes toward Facebook page. Compared to pictures, textual messages centering product features lead to higher purchase and | |
Text + pictures | User-generated reviews in a hotel review context | Reviews presented in a hybrid format (text and pictures) are perceived as more helpful than text-only reviews, as pictures offer additional diagnostic cues | |
Text + pictures | User-generated reviews of restaurants on yelp | Reviews with photos are more helpful and enjoyable than reviews without photos | |
| Current research | Text + pictures | Firm-generated product presentation for online wine sale | Focusing on firm-generated product presentations, this research contributes to the food and beverage sector by examining how combined visual cues convey sensory information and shape consumer perceptions to enhance online sales |
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