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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

Author

Listed:
  • Sven Pagel

    (Department of Economics of the Duesseldorf University of Applied Sciences)

  • Sebastian Goldstein

    (Department of Economics of the Duesseldorf University of Applied Sciences)

  • Bernd Janßen

    (Department of Economics of the Duesseldorf University of Applied Sciences)

  • Abdolkarim Sadrieh

    (Department of Economics of the Duesseldorf University of Applied Sciences)

Abstract

Electronic 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.

Suggested Citation

  • Sven Pagel & Sebastian Goldstein & Bernd Janßen & Abdolkarim Sadrieh, 2010. "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 Progr," Duesseldorf Working Papers in Applied Management and Economics 16, Duesseldorf University of Applied Sciences.
    • Handle: RePEc:ddf:wpaper:16
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    More about this item

    Keywords

    Multimediakommunikation; Bewegtbildkommunikation; Online-Shops; Eyetracking; Unveiling; Multimedia communication; moving image; online shops; eye tracking;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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