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Online product videos: just a toy? Exploring the influence of online product presentation on purchase intention

Wieffer, J.F. (2014) Online product videos: just a toy? Exploring the influence of online product presentation on purchase intention.

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Abstract:The absence of sensory attributes may prevent consumers from purchasing a product online (Park, Lennon, & Stoel, 2005). When buying online, consumers need to base their buying decision upon the information that is provided by the vendor. One way to replace this absence of sensory attributes is to create an attractive product presentation (Bhatti, Bouch, & Kuchinsky, 2000). One of the developments in the presentation of products online is the shift from using product images to the use of product videos. Also, there are different ways to structure the textual product information. The main study focused on (1) the influence of the use of product videos compared to product images on consumer’s purchase intention, and (2) the influence of the use of bullet points structured text compared to paragraph text on the online purchase intention. In literature, different factors have proven to be of influence on the online purchase intention of consumers. The influence of the visual and textual product presentation on these factors that can influence the online purchase intention were studied. A second, small study focused on the influence of a brand’s online product presentation on the offline shopping behaviour. Two experiments were conducted. The first experiment was an online questionnaire with different versions consisting of the two manipulations. This experiment had a 2 x 2 design and was conducted twice for two comparable toys with a total of 245 respondents. The second experiment was an explorative field experiment, and consisted of an observation of the in-store shopping behaviour after participants were introduced to the brand online, compared to a control group. Both groups consisted of 31 respondents. The analysis of the main study showed clear evidence that customers are more aroused when product web pages contain product videos compared to product images. Customers perceive a product web page as easier to use when the web page contains product videos. Furthermore, indications of an influence of using product videos on the perceived risk, attitude towards the brand, and attitude towards the product were found. Only perceived usefulness, perceived product quality, and attitude towards the product were found as predictors of online purchase intention. For the use of bullet point structured text compared to paragraph text, no effects were found. Finally, the explorative field study showed no differences in the offline shopping behaviour of consumer that had an online experience with the brand.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/66571
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