Information or Entertainment? Matching the Right Online Video Content to Your Product

43 Pages Posted: 12 Dec 2013

See all articles by Thomas Fandrich

Thomas Fandrich

Kühne Logistics University

Christian Barrot

Kühne Logistics University - THE KLU; Christian-Albrechts-University at Kiel, Institute for Innovation Research

Martin Mittelstädt

Instore Audience GmbH

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

Fandrich, Thomas and Barrot, Christian and Mittelstädt, Martin, Information or Entertainment? Matching the Right Online Video Content to Your Product (December 11, 2013). Available at SSRN: https://ssrn.com/abstract=2366268 or http://dx.doi.org/10.2139/ssrn.2366268

Thomas Fandrich (Contact Author)

Kühne Logistics University ( email )

Großer Grasbrook 17
Hamburg, 20457
Germany

Christian Barrot

Kühne Logistics University - THE KLU ( email )

Großer Grasbrook 17
Hamburg, 20457
Germany

HOME PAGE: http://www.the-klu.org/

Christian-Albrechts-University at Kiel, Institute for Innovation Research ( email )

Westring 425
D-24118 Kiel
Germany

HOME PAGE: http://www.bwl.uni-kiel.de/bwlinstitute/Innovation-Marketing/new/en/homepage/

Martin Mittelstädt

Instore Audience GmbH

Siemensstrasse 8
Kiel, D-24118
Germany

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