Information or Entertainment? Matching the Right Online Video Content to Your Product
43 Pages Posted: 12 Dec 2013
Date Written: December 11, 2013
Abstract
As online video content becomes increasingly popular, online retailers try to follow this trend and incorporate product videos into their websites. By doing so, they hope to encourage revisit and purchase intention and, ultimately, increase sales. However, the actual effect of product videos has received little attention in marketing research. In particular, what type of video content should be matched to what type of product remains unclear. Thus, product video providers face the risk of expensively producing the wrong content and online retailers forgo potential sales increases because of poorly matched product-video content combinations. In our empirical study, we analyze the effects of product videos integrated into the product detail pages of online shops. We examine the impact of different video contents (emotional/informative) for different product types (low/high involvements). We find that emotional videos are superior for low involvement products, while informative video content should be used for high involvement products.
Keywords: Electronic Commerce; Online Videos; Technology Acceptance Model; Elaboration Likelihood Model
Suggested Citation: Suggested Citation