Effect of Product Presentation Videos on Consumers' Purchase Intention: The Role of Perceived Diagnosticity, Mental Imagery, and Product Rating.

Zhendong Cheng,Yong Zhang,Bingjia Shao

doi:10.3389/fpsyg.2022.812579

Abstract

The product presentation videos on E-commerce platforms have a significant influence on consumers' purchase decisions, and enterprises have focused on choosing the type of product presentation videos. Based on the resource matching theory, mental imagery theory and cue utilization theory, this study investigated the influence of product presentation videos type (product appearance video vs. product usage video) on consumers' purchase intention and the moderating effect of product rating (low vs. high). Through three pre-experiments and two formal experiments, the results showed that the product usage video has a stronger effect on consumers' purchase intention more than the product appearance video, which is mediated by perceived diagnosticity and mental imagery. In addition, product rating moderated the influence of product presentation videos type on consumers' purchase intention. The product usage video would improve consumers' purchase intention more than the product appearance video when the product rating is high; however, there is no significant difference in the impact of two types of videos on consumers' purchase intention when the product rating is low. This study supplements the research on product presentation videos and provides a reference for online retailers to select effective product presentation videos.

Highlights

With the rapid development of E-commerce, people are increasingly choosing to shop online
Based on the resource matching theory, mental imagery theory and cue utilization theory, this study investigated the influence of product presentation videos type on consumers’ purchase intention and the moderating effect of product rating
The product usage video would improve consumers’ purchase intention more than the product appearance video when the product rating is high; there is no significant difference in the impact of two types of videos on consumers’ purchase intention when the product rating is low

Summary

Introduction

With the rapid development of E-commerce, people are increasingly choosing to shop online. Unlike buying products in physical stores, consumers cannot directly view the products, nor can they touch, taste, or try the products when shopping online. They rely, to a large extent, on the product presentation information provided by online retailers to judge the product quality and product fit (Jiang and Benbasat, 2004). If consumers cannot obtain enough and needed product information, they will refuse to buy the product (De et al, 2013). The major E-commerce platforms and online retailers have focused on optimizing product presentation to convey the product information to consumers more effectively. Online merchants are increasingly using videos in addition to traditional image text to present products on the home

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Conclusion