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

by Ruohong Hao 1, Bingjia Shao 2,3 and Rong Ma 4,*
1
School of Economics and Management, Tongji University, Shanghai 200092, China
2
School of Economics and Business Administration, Chongqing University, Chongqing 400044, China
3
Chongqing Key Laboratory of Logistics at Chongqing University, Chongqing 400044, China
4
School of Economics and Management, Yunnan Agricultural University, Kunming 650201, China
*
Author to whom correspondence should be addressed.
Future Internet 2019, 11(11), 224; https://doi.org/10.3390/fi11110224
Received: 26 August 2019 / Revised: 17 October 2019 / Accepted: 21 October 2019 / Published: 24 October 2019
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. View Full-Text
Keywords: video presentations; e-commerce; purchase intention video presentations; e-commerce; purchase intention
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Hao, R.; Shao, B.; Ma, R. Impacts of Video Display on Purchase Intention for Digital and Home Appliance Products—Empirical Study from China. Future Internet 2019, 11, 224.

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