The Impacts of Online Clothes Short Video Display on Consumers’ Perceived Quality

Abstract

In the context of the rapid development of online shopping, enterprises and consumers realized the importance of an effective online short video display. However, academics rarely explored the content of a short video display and its impacts on consumers’ perceptions. This paper discusses the impacts of this display form on consumers’ perceived quality via questionnaires and scenario experiments based on the existing literature and theories. A short video of clothes was the main research object. We used an experimental design that included 2 (time: long, short) × 2 (display perspectives: overall, specific) × 2 (scenarios: outdoors, indoors) groups of experiments, for a total of eight groups of scenario experiments, to verify our hypotheses. The results reveal that the short video display makes consumers have a higher perceived quality compared with the long video display. Compared with a video that only includes an overall view of the product, a video that provides both an overall view and the details of the product makes consumers have a higher perceived quality. Consumers were found to have a higher perceived quality of products shot outdoors compared with products shot indoors.

Keywords

• online clothes retail
• short video
• perceived quality