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Contrasting user generated videos versus brand generated videos in ecommerce

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  • Diwanji, Vaibhav S.
  • Cortese, Juliann

Abstract

This empirical research (n = 177) compared the impact of user generated videos and brand generated videos on online shopper perceptions, attitudes and purchase intentions. The study was guided by the technology acceptance model. Source of videos was a between-subjects factor. The findings indicated that online shoppers did not differentiate between the two video sources when evaluating the perceived usefulness of the videos. Conversely, user generated videos had a significantly greater impact on attitude toward the ad and attitude toward the brand than brand generated videos. Further, there was no significant main effect of video source on shopper purchase intentions. Theoretical and practical implications are discussed.

Suggested Citation

  • Diwanji, Vaibhav S. & Cortese, Juliann, 2020. "Contrasting user generated videos versus brand generated videos in ecommerce," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    • Handle: RePEc:eee:joreco:v:54:y:2020:i:c:s096969891930863x
    DOI: 10.1016/j.jretconser.2019.102024
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    7. Perez-Aranda, Javier & González Robles, Eva M. & Alarcón Urbistondo, Pilar, 2023. "Understanding antecedents of continuance and revisit intentions: The case of sport apps," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).

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