The Effects of Review Presentation Formats on Purchase Intention Across Time Pressure

Pervious researchers have discovered that the important influences of online reviews on consumers’ valuation and vendors’ sales, but hitherto have no clearly studied to the review presentation formats. This research used the trust and time pressure theory to analyze the impact of text reviews, image reviews, video reviews across time pressure.The 3×2 between-subject design was implemented to test the hypotheses. The results showed the three kinds of formats exactly could have different effects on purchase decisions, and time pressure had the moderation effect. Then the study discussed conclusion and future scope of the results.