Angebot und Nutzung von Videos in Online-Shops : Ein Forschungsprogramm zur multimedialen Bewegtbildkommunikation im Electronic Commerce. Supply and Demand of Videos in Online Shops : A Research Program on Multimedia Communication in Electronic Commerce
AbstractElectronic commerce in Germany is getting more and more popular as growing sales figures show. The missing possibility to touch and try products during the buying process is one of the big disadvantages of online shops. Integration of multimedia information is an apporach to a solution. By this, online shopping could be more of an event. In order to identify elements of multimedia communication in electronic commerce a quantitative content analysis of 107 online-shops was applied. For 61 multimedia elements the positions within the online shops were identified. This data was used to construct six ideal-typical website templates. In a subsequent unveiling and eyetracking test these ideal websites were shown to 33 test persons in order to identify and analyse rules of usage.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoPaper provided by Duesseldorf University of Applied Sciences in its series Duesseldorf Working Papers in Applied Management and Economics with number fobe16.
Length: 41 pages
Date of creation: Dec 2010
Date of revision:
Publication status: Published in Forschungsberichte des Fachbereichs Wirtschaft der Fachhochschule Duesseldorf ; 2010,16 ; ISSN 1866-2722
Contact details of provider:
Multimediakommunikation; Bewegtbildkommunikation; Online-Shops; Eyetracking; Unveiling; Multimedia communication; moving image; online shops; eye tracking;
Find related papers by JEL classification:
- L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
You can help add them by filling out this form.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Wiebke Voges).
If references are entirely missing, you can add them using this form.