The impact of cover image authenticity and aesthetics on users’ product-knowing and content-reading willingness in social shopping community

Entitled cover images are used widely in social shopping communities to induce content reading, a prerequisite for product purchasing. However, it is still unclear which features of cover images affect users’ product-knowing willingness and content-reading willingness and how. To address this research gap, this paper draws upon the stimulus-organism-response framework and takes a mixed-method approach by conducting 1) a Delphi study to identify...