O Impacto de Reviews em Vídeo versus Texto na Intenção de Compra do Consumidor

Translated title of the contribution: The impact of video versus text reviews on consumer intention to purchase

P. Albano, J. Guerreiro, Paulo Rita

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

The current study evaluates the contribution of online video reviews in comparison with the traditional text reviews in purchase decisions. Therefore, we analyze issues such as types of consumers, types of reviews, purchase intention and how the combination of different scenarios may explain if in fact video reviews have a differential impact on the purchase decision compared to text reviews. A quantitative method for the development of the research was adopted through a survey. The sample achieved a total of 153 responses. Results show that video reviews have more impact on consumers' buying decisions than text reviews, both in terms of consumer type, product type and the credibility of the review assumes a preponderant role in the development of consumer perception of product quality, thus having a greater impact on their purchasing decision.

Translated title of the contributionThe impact of video versus text reviews on consumer intention to purchase
Original languagePortuguese
Title of host publication2019 14th Iberian Conference on Information Systems and Technologies (CISTI)
EditorsRamiro Goncalves, Isabel Pedrosa, Manuel Perez Cota, Alvaro Rocha
PublisherIEEE Computer Society
ISBN (Electronic)9789899843493
DOIs
Publication statusPublished - 15 Jul 2019
Event14th Iberian Conference on Information Systems and Technologies, CISTI 2019 - Coimbra, Portugal
Duration: 19 Jun 201922 Jun 2019

Publication series

NameIberian Conference on Information Systems and Technologies, CISTI
Volume2019-June
ISSN (Print)2166-0727
ISSN (Electronic)2166-0735

Conference

Conference14th Iberian Conference on Information Systems and Technologies, CISTI 2019
CountryPortugal
CityCoimbra
Period19/06/1922/06/19

Keywords

  • Electronic word-of-mouth
  • Online reviews
  • Text reviews
  • Video reviews

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