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

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. 网络服装零售商短视频信息展示对消费者感知质量的影响 马蓉 , 代丹, 邵兵家 云南农业大学经济与管理学院,昆明,云南,中国 武汉大学质量发展战略研究院,武昌,湖北,中国 重庆大学经济与工商管理学院,沙坪坝,重庆,中国 303694948@qq.com, 1160737562@qq.com, shaobingjia@cqu.edu.cn 邵兵家 关键词: 网络零售商; 短视频; 感知质量 中文摘要. 随着在线购物的迅速发展,在线产品短视频信息展示的有效性问题越来越受到企 业和消费者的关注。本文在国内外相关文献和理论基础上,提出短视频展示时长、展示角度 以及拍摄场景对消费者感知质量影响的研究模型。以女装为代表,采用2(时长:长,短)×2 (展示角度:整体,细节)×2(拍摄场景:户内,户外)的实验设计,共设计了八组情境实 4th International Conference on Modern Management, Education Technology and Social Science (MMETSS 2019) Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). Advances in Social Science, Education and Humanities Research, volume 351