| With the development of multimedia technology,apparel product presentation video has gradually become an important way for online retailers to display clothes to consumers in online shopping market.Compared with picture presentation,which is more prone to be distorted,and exaggerating for the real presentation of the cloth,and the detail description of the cloth are not perceived properly,apparel product presentation video displays clothes to consumers in a more dynamic and realistic way,which has a strong persuasion and credibility on the consumers buying attitude.Recent research in this field mainly focuses on: the impact on sales before and after the introduction of video,the impact of video contents on consumer's emotional responses,product attitude and purchase intention,as well as the vividness of video information on consumer's cognition of products,purchase intention and purchase channels,and so on.However,there are few studies that has focused on apparel product presentation video,especially in the particular point of different display subjects and display types of apparel product presentation video on consumer's online shopping behavior.Therefore,it is necessary to intense research on this area of study.Based on the online consumption theory,combined with the previous research results,and through analyzing the present situation and characteristics of apparel product presentation videos,this paper has discussed the impact mechanism of different display subjects(human model/mannequin)and display types(promotional videos,demonstration videos,promotional +demonstration videos)of apparel product presentation videos with consumer's online shopping behavior,emotional responses,cognitive responses and purchase intention,as well as to find a suitable presentation video mode for online retailers.The contents of the research are as follows:(1)Based on AIDMA(Attention-Interest-Desire-Memory-Action)model and AISAS(Attention-Interest-Search-Action-Share)model,this study has investigated the influence of the subjects of apperal product presentation video on every stages of consumer's online shopping.(2)Based on the SOR model,this study has tried to find the effects of different display types of apparel product presentation video on consumer's emotional responses(pleasure and arousal),cognitive responses(perceived amount of information and ease of imagining the product)and purchase intention.It also has analyzed the impact of consumer's emotional responses and cognitive responses on purchase intention.The results has showed that display subjects have different influence on consumer's online shopping mode.For consumers who already had the similar clothes,there is no significant difference in the impact of the display subject on Desire,Memory,Search and Share this four stages.For consumers who don't have the similar clothes bought before,the display subject has different effects on Attract,Interest,Desire,Action and Share this five stages.However,the display type of apparel product presentation video has a differential impact on consumer's emotional responses,cognitive responses,and purchase intention.Firstly,“demonstration video”has the greatest impact on consumer's pleasure,arousal,perceived amount of information,ease of imagining the product and purchase intention.Moreover,the impact of “promotional and demonstration video” is moderate,but the “promotional video” has the lowest impact on consumer's pleasure,arousal,perceived amount of information,ease of imagining the product and purchase intention.One of the findings of the research is that pleasure,perceived amount of information,ease of imagining the product positively affect purchase intention.Finally,according to the research conclusions of this paper,the corresponding marketing suggestions are given for the current online apparel product presentation video,and the future research directions are proposed. |
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