Angebot und Nutzung von Videos in Online-Shops: Ein Forschungsprogramm zur multimedialen Bewegtbildkommunikation im Electronic Commerce. Supply and Demand of Videos in Online Shops: A Research Program on Multimedia Communication in Electronic Commerce

Sven Pagel (), Sebastian Goldstein (), Bernd Janßen and Abdolkarim Sadrieh
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Sven Pagel: Department of Economics of the Duesseldorf University of Applied Sciences
Sebastian Goldstein: Department of Economics of the Duesseldorf University of Applied Sciences
Bernd Janßen: Department of Economics of the Duesseldorf University of Applied Sciences

Duesseldorf Working Papers in Applied Management and Economics from Duesseldorf University of Applied Sciences

Abstract: Electronic commerce in Germany is getting more and more popular as growing sales figures show. The missing possibility to touch and try products during the buying process is one of the big disadvantages of online shops. Integration of multimedia information is an apporach to a solution. By this, online shopping could be more of an event. In order to identify elements of multimedia communication in electronic commerce a quantitative content analysis of 107 online-shops was applied. For 61 multimedia elements the positions within the online shops were identified. This data was used to construct six ideal-typical website templates. In a subsequent unveiling and eyetracking test these ideal websites were shown to 33 test persons in order to identify and analyse rules of usage.

Keywords: Multimediakommunikation; Bewegtbildkommunikation; Online-Shops; Eyetracking; Unveiling; Multimedia communication; moving image; online shops; eye tracking (search for similar items in EconPapers)
JEL-codes: L81 (search for similar items in EconPapers)
Pages: 41 pages
Date: 2010-12
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Published in Forschungsberichte des Fachbereichs Wirtschaft der Fachhochschule Duesseldorf ; 2010,16 ; ISSN 1866-2722

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