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

Ruohong Hao, Bingjia Shao and Rong Ma
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Ruohong Hao: School of Economics and Management, Tongji University, Shanghai 200092, China
Bingjia Shao: School of Economics and Business Administration, Chongqing University, Chongqing 400044, China
Rong Ma: School of Economics and Management, Yunnan Agricultural University, Kunming 650201, China

Future Internet, 2019, vol. 11, issue 11, 1-19

Abstract: 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.

Keywords: video presentations; e-commerce; purchase intention (search for similar items in EconPapers)
JEL-codes: O3 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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