The Impacts of Online Clothes Short Video Display on Consumersxe2x80x99 Perceived Quality 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 consumersxe2x80x99 perceptions. This paper discusses the impacts of this display form on consumersxe2x80x99 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) xc3x97 2 (display perspectives: overall, specific) xc3x97 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.

Creating the best first impression: Designing online product photos to increase sales Abstract   Effectively displaying goods in search results is valuable for B2C merchants to earn clicks from consumers and even increase sales. Taking down jackets and trousers sold on Tmallxe2x80x94Chinau0027s largest B2C ecommerce platformxe2x80x94as the example, this paper collects data about three factors that influence consumersu0027 first impression on their search results: the price of a product, the quantity of historical reviews, and a photo of the product. Among these factors, previous research shows that a product photo contains four attributes: brand logo, promotional information, street scenes, and model display. Focusing on these attributes, we apply a decision tree to explore customer purchasing patterns, which allows us to further investigate the influence of product photo attributes on sales volume by using a hierarchical regression model. Our research finds that among the products from the list of their search results, customers prefer those with many good historical reviews and low prices. In addition, gender that differentiates menu0027s from womenu0027s clothing has a moderating effect on the relationship between photo attributes and product sales. The purchase decision of consumers shopping for menu0027s clothing is susceptible to the influence of the product photo. Furthermore, different from the traditional view which shows that brands can reduce perceived risks and increase sales, this study finds that menu0027s clothing sales are negatively affected by brand logo attribute in product photos. Finally, using models cannot significantly increase product sales among consumers shopping for either menu0027s or womenu0027s clothing.