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Impacts of Video Display on Purchase Intention for Digital and Home Appliance Products—Empirical Study from China

Author

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  • Ruohong Hao

    (School of Economics and Management, Tongji University, Shanghai 200092, China)

  • Bingjia Shao

    (School of Economics and Business Administration, Chongqing University, Chongqing 400044, China
    Chongqing Key Laboratory of Logistics at Chongqing University, Chongqing 400044, China)

  • Rong Ma

    (School of Economics and Management, Yunnan Agricultural University, Kunming 650201, China)

Abstract

Rapid online trading expansion and the bloom of internet technologies has raised the importance of effective product video presentations for online retailers. This article developed a model for the impacts of video presentations on purchase intention for digital and home appliance products. Four group experiments were designed, and empirical tests were performed. This research found that presenting videos on how to use digital and home appliance products increased purchase intention by raising the information gained by customers. Meanwhile, video tutorial information had insignificant effects related to the knowledge and experience of customers.

Suggested Citation

  • Ruohong Hao & Bingjia Shao & Rong Ma, 2019. "Impacts of Video Display on Purchase Intention for Digital and Home Appliance Products—Empirical Study from China," Future Internet, MDPI, vol. 11(11), pages 1-19, October.
    • Handle: RePEc:gam:jftint:v:11:y:2019:i:11:p:224-:d:279931
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    References listed on IDEAS

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    Cited by:

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    2. Shu Jiang & Zhanpeng Wang & Zilai Sun & Junhu Ruan, 2022. "Determinants of Buying Produce on Short-Video Platforms: The Impact of Social Network and Resource Endowment—Evidence from China," Agriculture, MDPI, vol. 12(10), pages 1-19, October.

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