The Impact of Online Clothing Retailer’s Product Presentation Video on Consumers' Perceived Quality

DOI

10.2991/mmetss-19.2019.30How to use a DOI?

Keywords

Online retailers, Short video, Perceived quality.

Abstract

With the rapid development of online shopping, more and more enterprises and consumers are paying attention to the problem of effective display of online product information. On the basis of relevant literature and theory, this paper proposes a research model on the impact of short video display time, display angle and shooting scenes on consumers' perceived quality. Represented by women's clothes, to assess the hypotheses, this research use 2 (time: long vs. short) x 2 (angle: entirety vs. detail) x 2 (scenes: indoor vs. outdoor) experiment, designing 8 different experimental situations. the following conclusions are drawn: Compared with the video with longer length, the shorter length of the video display can make consumer have a higher product perceived quality. Compared with the short video display with only the overall content, the video with both the overall and detailed content display can enable consumers to have a higher product perceived quality. Compared with the products in the short video shot in the indoor scene, consumers have a higher product perceived quality in the short video shot outdoors. Finally, this paper proposes some relevant suggestions for online clothing retailers on product presentation video.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Rong Ma
AU  - Dan Dai
AU  - Bingjia Shao
PY  - 2019/10
DA  - 2019/10
TI  - The Impact of Online Clothing Retailer’s Product Presentation Video on Consumers' Perceived Quality
BT  - Proceedings of the 2019 4th International Conference on Modern Management, Education Technology and Social Science (MMETSS 2019)
PB  - Atlantis Press
SP  - 162
EP  - 166
SN  - 2352-5398
UR  - https://doi.org/10.2991/mmetss-19.2019.30
DO  - 10.2991/mmetss-19.2019.30
ID  - Ma2019/10
ER  -