Will video be the next generation of e-commerce product reviews? Presentation format and the role of product type

Xu, Pei; Chen, Liang; Santhanam, Radhika

doi:10.1016/j.dss.2015.03.001

Cited by 143 publications

(149 citation statements)

References 111 publications

(233 reference statements)

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“…Online product display is used to introduce products to consumers and help them to have a clear understanding of products [10]. In the online environment, it is impossible for consumers to touch or check physical products, so a good online product image can help consumers to identify and understand products [5]. Therefore, online product display, which can influence consumers' perceptions and help them to make relevant purchase decisions, is very important for retailers.…”

Section: Impacts Of Video Display On Consumer Perceptionsmentioning

confidence: 99%

“…Therefore, product information plays an important role in consumers' purchasing decisions [4]. According to media theories, compared to text and still images, videos, which can provide multiple cues and richer information, will allow recipients to understand the product better [5]. Video displays, which give consumers a more realistic experience by providing more specific information, increase purchase intentions by reducing consumers' perception of risk [6].…”

Section: Introductionmentioning

confidence: 99%

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Impacts of Video Display on Purchase Intention for Digital and Home Appliance Products—Empirical Study from China

Hao

Shao

2019

Future Internet

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Rapid online trading expansion and the bloom of internet technologies has raised the importance of effective product video presentations for online retailers. This article developed a model for the impacts of video presentations on purchase intention for digital and home appliance products. Four group experiments were designed, and empirical tests were performed. This research found that presenting videos on how to use digital and home appliance products increased purchase intention by raising the information gained by customers. Meanwhile, video tutorial information had insignificant effects related to the knowledge and experience of customers.

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Section: Impacts Of Video Display On Consumer Perceptionsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Impacts of Video Display on Purchase Intention for Digital and Home Appliance Products—Empirical Study from China

Hao

Shao

2019

Future Internet

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“…Prior studies have examined the content (Casaló, Flavián, Guinalíu, & Ekinci, 2015;Hong & Park, 2012;Pan & Zhang, 2011;Sparks, Perkins, & Buckley, 2013) placement (Chang & Chen, 2008;Kim, Brubaker, & Seo, 2015;M. Lee & Youn, 2009;Stewart, 2012), and presentation format (Xu, Chen, & Santhanam, 2015) of OCR to discover what factors motivate potential consumers to read and then reject or adopt the information in an OCR for use in their purchase decision-making process. Studies have examined what aspects of the reviewers (Kim et al, 2015;M.…”

Section: List Of Figuresmentioning

confidence: 99%

“…advertisements, viral videos, product walkthroughs) and even encouraging customers to create online video reviews (Xu et al, 2015). Consumers can easily create and post videos using their mobile devices and make the video accessible through their social channels,…”

Section: List Of Figuresmentioning

confidence: 99%

“…While prior research has examined the effect of presentation format on vendor product information (Xu et al, 2015), the interest on these issues was minimal. Xu et al (2015) found that video-based OCR, when compared to text-and image-based OCR, has a "substantive and nuanced impact on consumer perceptions" that was moderated by product type.…”

Section: Research Questionmentioning

confidence: 99%

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An Exploration of Consumer Expectations in Video-Based Online Reviews

Walpole¹

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Online consumer reviews (OCR) influence the consumer purchase decision-making process. Video-based OCR presents potential capabilities over traditional text-or imagebased OCR; however, the video presentation format has not been extensively studied. We aim to address this research gap by asking: how do we leverage the capabilities of videobased OCR and make these videos more useful to consumers in making their purchase decisions? When compared to text-or image-based OCR, the video presentation format can provide improved: 1) peripheral cues, 2) cognitive fit, 3) media richness, and 4) reviewer realism. We present the findings of a user study exploring consumer expectations of video-based OCR. We find that consumers expect high quality video that leverages all four of these capabilities, else there may be no perceived advantage to watching a videobased OCR over viewing text-or image-based OCR. III

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How online review richness impacts sales: An attribute substitution perspective

Yin

Zheng

Yeoh

et al. 2021

Asso for Info Science & Tech

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Richer forms of online reviews such as videos or follow‐on reviews convey ‘additional information and can attract consumers’ attention. However, prior studies focused mostly on the relationship between aggregated online reviews and sales. This paper investigates the impact of online review richness (i.e., reviews containing videos or follow‐on reviews) on sales. Leveraging attribute substitution theory, we conjecture that online review richness can provide heuristic cues in the online shopping environment to help consumers make better purchase decisions. Using data from http://jd.com, we found that reviews containing either videos or follow‐on reviews positively affect sales. In addition, different product types can also serve as heuristic cues to replace target cues, which can further affect how different forms of online review richness affect sales. We found that the impact of online review richness on sales is stronger for utilitarian products than for hedonic products, and stronger for negatively commented products than for positively commented products. Moreover, we conducted two online experiments and confirmed that the causal relationship is from online review richness to sales. The research findings offer practical implications for online retailers and constitute one of the first steps toward a better understanding of the relationship between online review richness and sales.

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Will video be the next generation of e-commerce product reviews? Presentation format and the role of product type

Cited by 143 publications

References 111 publications

Impacts of Video Display on Purchase Intention for Digital and Home Appliance Products—Empirical Study from China

Impacts of Video Display on Purchase Intention for Digital and Home Appliance Products—Empirical Study from China

An Exploration of Consumer Expectations in Video-Based Online Reviews

How online review richness impacts sales: An attribute substitution perspective

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