中文摘要：

在线评论中图片的数量日益增加。相比文字评论,二者对消费者影响作用大小尚存分歧。文章采用实验法探讨图片和文字评论对消费者购买意向影响的差异,分析产品类型的调节作用以及图文评论的叠加效应。结果表明：（1）产品类型调节了图片和文字评论对消费者购买意向的影响作用。感官型产品图片评论对消费者购买意向的影响大于文字评论,而非感官型产品文字评论对消费者购买意向的影响大于图片评论。（2）图文联合并不总能实现叠加效应。仅在感官型产品购买情境中,图文评论对消费者购买意向的影响显著大于图片评论及文字评论;而非感官型产品图文评论与文字评论无显著影响差异。研究结果可为在线评论管理和营销者提供参考建议。

英文摘要：

The application of pictures in online reviews has increasingly attracted more attention from marketers. Compared to verbal reviews, there are still divergences of the research findings about differences between the two forms of reviews in the effect on consumer purchase intention. In this paper, an experiment was conducted to investigate effect differences between pictorial and ver- bal reviews on consumer purchase intention, the moderating role from product types, and the synergistic effect of pictorial ＆ verbal reviews. The results show that （ 1 ） product types moderate the effect of pictorial and verbal reviews on consumer purchase intention. In terms of sensory products, the effect of pictorial reviews on consumer purchase intention is greater than verbal reviews, while as for non-sensory products, the effect of verbal reviews is greater than pictorial reviews. （2） The combination of pictorial reviews and verbal reviews would not always bring the synergistic effect. Only for sensory products, the effect of pictorial ＆ verbal reviews on consumer purchase intention is significantly greater than pictorial reviews and verbal reviews, but for non-sensory products, the effect of pictorial ＆ verbal reviews on consumers purchase intention is not significantly different from verbal reviews. These findings provide some suggestions for managers and marketers.