Images, reviews, and purchase intention on social commerce: The role of mental imagery vividness, cognitive and affective social presence

Erik Ernesto Vazquez*, Chirag Patel, Salvador Alvidrez, Lorena Siliceo

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

16 Citations (Scopus)

Abstract

Images and textual reviews are central to social commerce sites. But little is known about the mechanism by which image quality and type of textual review (with personal experiences versus facts) impact consumer purchase intention on a social commerce page. We address this knowledge gap and use the stimulus-organism-response (S–O-R) framework to develop our conceptual framework. We hypothesize that image quality and type of textual review impact purchase intention through imagery vividness that functions as a stimulus. Further, imagery vividness impacts purchase intention positively in the social commerce context through social presence. Specifically, the effect of imagery vividness on purchase intention is likely to be serially mediated by cognitive social presence and affective social presence. We collect data by conducting two experiments using a social media post regarding fashion apparel for middle-aged women on Instagram and find support for our thesis.
Original languageEnglish
Article number103415
Number of pages15
JournalJournal of Retailing and Consumer Services
Volume74
Early online date02 Jun 2023
DOIs
Publication statusPublished - Sept 2023

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