How to Make Effective Product Review Videos: The Influence of Depth, Frame, and Disposition on Consumers

Ghosh, Tathagata (2020) How to Make Effective Product Review Videos: The Influence of Depth, Frame, and Disposition on Consumers. Journal of Electronic Commerce in Organizations, 18 (4). pp. 72-92.

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Abstract

Extantresearch on online user-generated content, especially productreviews, has consistently examined the effects of textual reviews on consumers and has ignored an emerging and popular review format such as product review video (PRV) on YouTube. Specifically, no research exists that suggests how to develop an effective PRV. The present article addresses this gap by examining the effects of three important attributes of PRVs – review depth, review frame, and review disposition, on consumers’ attitude toward the PRV and their propensity to share it. Technical quality of the video is included as a moderator. A between-subjects experiment was conducted with a sample of Internet users. The findings suggest that PRVs are most effective when the review depth is moderate, the review is comparative in nature, and it highlights product benefits instead of attributes. Technical quality positively moderates these afore-mentioned relationships

Item Type:	Article
Uncontrolled Keywords:	Online Viewers, Product Review Video, Product Review, Review Attributes, Review Characteristics, Technical Quality, YouTube
Subjects:	Operations Management Operations Management > Product Development/Management
Divisions:	Operations and Information Science
Depositing User:	Mr. Muralidhara D
Date Deposited:	22 Jul 2021 09:04
Last Modified:	17 Feb 2022 11:32
URI:	http://tapmi.informaticsglobal.com/id/eprint/724

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