Effekterna ligger i betraktarens ögon - En studie om effekter av videopresentationer inom e-handeln

Sammanfattning: Companies within the e-commerce industry currently try to overcome the disadvantages of not being able to provide a physical inspection of products, and this is especially an issue for the apparel industry. One way of trying to overcome this issue is by presenting apparel with a short video of a model wearing the garment. The aim in this thesis is to investigate how these video presentations affect consumers' emotions, cognitions and intentions. Since previous studies have found that different shopping scenarios can moderate the effect of stimuli in the atmosphere on the consumers' emotions, we also aim to see if a video presentation, depending on the shopping scenario, could have a negative impact on site visitors. Moreover this thesis investigates the moderating effects of involvement on consumers' cognitions. For the study purpose, four fictitious websites were created with two different types of apparel presented by either video and pictures or pictures only. The main conclusion we draw is that the positive effects of the different presentation forms on consumer cognitions will only come through if the consumer has a high degree of involvement within the apparel category. Moreover we find no moderating effect of the shopping scenario on consumer emotions, but rather on consumer expectations. Implications for retail managers and the academia are presented.