Abstract:

Employing the ELM model, this research examines how different image integrity and source influence the consumer's purchasing intentions and the moderating effects of product category through two between-subjects experimental designs. The results indicate that the incomplete of on-line shops' images has a significant negative impact on consumer's purchasing intentions, experience goods suffered greater effect than search goods. Using both "Enterprise Publishing Pictures" and "Users Sharing Pictures" will improve consumer's purchasing intentions significantly. And it has greater impact on experience goods compared to search goods. The results also reveal that the images’ impact on both kinds of goods' consumer's purchasing intentions exhibits no significant difference if "Enterprise Publishing Pictures" and "Users Sharing Pictures" are used solely.

Key words: Image Integrity, Image Source, Product Type, Consumer's Purchasing Intentions, Elaboration Likelihood Model