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Home  >  All Issues  >  2022  >  No.06  >  Article Details
How to Make the Best Combination? Impact of the Combination of E-commerce Product Videos and Pictures on Consumer Purchase Intention
Cheng Zhendong, Shao Bingjia
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Foreign Economics & Management Vol. 44, Issue 06, pp. 77 - 93 (2022)  DOI:10.16538/j.cnki.fem.20220429.302
First published at:Jun 20, 2022
Summary
References
Summary

With the rapid development of E-commerce, people are increasingly choosing to shop online. However, consumers cannot experience products directly when shopping online. In order to mitigate this shortcoming, online merchants have gradually begun to use both videos and pictures to present products. From the perspective of marketing practice, the combination of E-commerce product videos and pictures is not uniform. How to make an effective combination strategy of product videos and pictures has become a key issue for merchants and enterprises. The existing literature focuses on the individual effect and contrasting effect of videos and pictures, while ignoring the combined effect of videos and pictures. Given this, based on the cognitive processing theory and the cue utilization theory, this study constructs a model of the impact of the combination of E-commerce product videos and pictures on consumer purchase intention.

The research was conducted in the form of online scenario experiments. The theoretical model and the influence mechanism were verified by two experiments. Experiment 1 aimed to provide support for H1and H2. Single factor (combination modes: the combination of whole video and detail picture vs. the combination of detail video and whole picture) between-group designs were implemented. The “Wenjuanxing” platform was used to design experimental questionnaires and generate links. The participants were also recruited through the “Wenjuanxing” platform and 177 participants completed the experiment finally. Experiment 2 aimed to provide support for H1and H2 again, and provide support for H3. The 2 (combination modes: the combination of whole video and detail picture vs. the combination of detail video and whole picture) × 2 (product rating: low vs. high) between-group designs were implemented. The participants were also recruited through the “Wenjuanxing” platform and 192 participants completed the experiment finally.

The findings show that the combination of whole video and detail picture improves consumer purchase intention more than the combination of detail video and whole picture; the combination of whole video and detail picture improves consumer processing fluency more than the combination of detail video and whole picture, resulting in higher purchase intention; when the product rating is high, the combination of whole video and detail picture improves consumer purchase intention more than the combination of detail video and whole picture, but when the product rating is low, there is no significant difference between the effects of two combination modes on consumer purchase intention. In sum, this study examines the mediating role of processing fluency and the moderating role of product rating. Moreover, it clarifies the mechanism between the combination of product videos and pictures and consumer purchase intention, enriching the literature of online product presentation in the field.

This study makes several contributions to the literature: First, it turns the research perspective from the individual effect and contrasting effect to the combined effect of videos and pictures, which proposes a new direction for future research. Second, product rating is introduced into the research field of online product presentation as a moderating factor, and a new effective boundary condition is found. The conclusion enriches and supplements the moderating factors in the field of online product presentation. Third, it suggests online merchants pay attention to the selection of the combination strategy of product videos and pictures, and provides a reference for online merchants to optimize the combination content of product videos and pictures.

Keywords
E-commerce; product videos; product pictures; product rating; purchase intention
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Cite this article
Cheng Zhendong, Shao Bingjia. How to Make the Best Combination? Impact of the Combination of E-commerce Product Videos and Pictures on Consumer Purchase Intention[J]. Foreign Economics & Management, 2022, 44(6): 77-93. 
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