Contrasting user generated videos versus brand generated videos in ecommerce

Vaibhav S. Diwanji and Juliann Cortese

Journal of Retailing and Consumer Services, 2020, vol. 54, issue C

Abstract: This empirical research (n = 177) compared the impact of user generated videos and brand generated videos on online shopper perceptions, attitudes and purchase intentions. The study was guided by the technology acceptance model. Source of videos was a between-subjects factor. The findings indicated that online shoppers did not differentiate between the two video sources when evaluating the perceived usefulness of the videos. Conversely, user generated videos had a significantly greater impact on attitude toward the ad and attitude toward the brand than brand generated videos. Further, there was no significant main effect of video source on shopper purchase intentions. Theoretical and practical implications are discussed.

Keywords: User generated content; Electronic word of mouth; Online reviews; Ecommerce; Purchase intentions; Online retail (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:54:y:2020:i:c:s096969891930863x

DOI: 10.1016/j.jretconser.2019.102024

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