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<p>This study investigates how physical similarity between consumers and reviewers, manipulated through AI-generated images, influences the credibility and acceptance of electronic word-of-mouth (eWOM) and purchase intentions. Across two studies, we first developed controlled visual stimuli via AI-driven photomorphing technology and then conducted an online shopping experiment with 180 participants. The participants evaluated product reviews presented by similar and dissimilar reviewers in terms of perceived credibility, review acceptance, and purchase intention. The results revealed that physical similarity significantly enhanced perceived credibility and acceptance of eWOM, particularly for positive reviews. These findings have implications for understanding psychological mechanisms in digital marketing and highlight the need for ethical considerations in AI-driven personalization.</p>

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Do birds of a feather buy together?? The influence of buyers’ facial similarity to message source on online purchase decisions

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2025年7月9日

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  • Ádám Putz,
  • Ákos András Nagy,
  • Erika Lázár,
  • Ferenc Kocsor,
  • Tamás Bereczkei

摘要

This study investigates how physical similarity between consumers and reviewers, manipulated through AI-generated images, influences the credibility and acceptance of electronic word-of-mouth (eWOM) and purchase intentions. Across two studies, we first developed controlled visual stimuli via AI-driven photomorphing technology and then conducted an online shopping experiment with 180 participants. The participants evaluated product reviews presented by similar and dissimilar reviewers in terms of perceived credibility, review acceptance, and purchase intention. The results revealed that physical similarity significantly enhanced perceived credibility and acceptance of eWOM, particularly for positive reviews. These findings have implications for understanding psychological mechanisms in digital marketing and highlight the need for ethical considerations in AI-driven personalization.