Product size misperceptions are a common problem for consumers when shopping online. To help their peers estimate a product's size, customers often include a size referent next to the focal product when adding photos to their online reviews. The purpose of this article is to investigate the effects of user-provided review photos (with and without a size referent) on online review helpfulness. From two online experiments and one eye-tracking lab experiment, this article finds that photo-enhanced reviews that include a size referent object can improve review helpfulness. In study 1, eye-tracking data shows that consumers pay greater attention to the photo and less to the text when the size referent is included. Study 2 shows that size referents are more helpful when consumers have limited experience with the product and the size referent is familiar. The role of perceived reviewer effort is investigated as a mediator to explain this result. Study 3 shows that the effects of a familiar size referent are robust when the seller provides detailed size information but vary depending on review valence.

中文翻译：

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用户生成的照片中的尺寸参考对在线评论有用性的影响

对产品尺寸的误解是消费者在线购物时的常见问题。为了帮助同行估计产品尺寸，客户在将照片添加到在线评论时通常会在焦点产品旁边添加尺寸参考。本文的目的是调查用户提供的评论照片（带或不带尺寸参考）对在线评论有用性的影响。通过两项在线实验和一项眼球追踪实验室实验，本文发现包含尺寸参考对象的照片增强评论可以提高评论的有用性。在研究 1 中，眼球追踪数据显示，当包含尺寸参考时，消费者会更加关注照片，而不是文本。研究 2 表明，当消费者对产品的经验有限且熟悉尺寸参考时，尺寸参考更有帮助。感知审稿人努力的作用被作为中介进行调查，以解释这一结果。研究 3 表明，当卖家提供详细的尺码信息时，熟悉的尺码参照物的影响会很大，但会根据评论价而变化。