Abstract
In the context of the rapid development of online shopping, enterprises and consumers realized the importance of an effective online short video display. However, academics rarely explored the content of a short video display and its impacts on consumers’ perceptions. This paper discusses the impacts of this display form on consumers’ perceived quality via questionnaires and scenario experiments based on the existing literature and theories. A short video of clothes was the main research object. We used an experimental design that included 2 (time: long, short) × 2 (display perspectives: overall, specific) × 2 (scenarios: outdoors, indoors) groups of experiments, for a total of eight groups of scenario experiments, to verify our hypotheses. The results reveal that the short video display makes consumers have a higher perceived quality compared with the long video display. Compared with a video that only includes an overall view of the product, a video that provides both an overall view and the details of the product makes consumers have a higher perceived quality. Consumers were found to have a higher perceived quality of products shot outdoors compared with products shot indoors.
Highlights
E-business is rapidly developing, as combining online businesses and offline businesses promotes interaction between consumers and businesses and inspires innovation in retail businesses around the world
This paper studies the information in short video displays from this perspective
This study explored the impacts of short video displays on consumers’ perceptions of quality in an online shopping context
Summary
E-business is rapidly developing, as combining online businesses and offline businesses promotes interaction between consumers and businesses and inspires innovation in retail businesses around the world. Consumers face greater risks when shopping online, because they cannot physically touch products, and they are unable to perceive a product’s quality; that is, there is uncertainty in their perception of a product’s quality [2,3]. Online retailers are attempting to elevate consumers’ perceptions of products’ quality through optimizing displays of product information by using a variety of tools to comprehensively represent products’. The short video is a rapidly developing form of content marketing. It provides a smooth and vivid visual experience of products [6], and expands the marketing space. Online retailers may utilize short videos to increase the order conversion rate
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