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1.1b Contrasting User Generated Videos Versus Brand Generated Videos on Amazon.com
Abstract
Despite the proliferation of user- and brand-generated videos on Amazon.com, research focusing on the differential effects of these two video sources on users’ shopping intentions has received little attention. Using the Technology Acceptance Model, this research compared the impact of user generated videos and brand generated videos on the amazon.com users’ perceptions, attitudes and purchase intentions. Source of brand-related videos was a between-subjects factor. The findings from this empirical study (n=177) indicated that the Amazon.com users did not differentiate between the two video sources when evaluating the perceived usefulness of videos. Conversely, user generated videos had a significantly greater impact on attitude toward the ad and attitude toward the brand than brand generated videos. Further, there was no significant main effect of video source on users’ purchase intentions, after controlling for attitudes. Theoretical and practical implications are discussed.
First & Corresponding Author
Vaibhav Diwanji, Florida State University
Authors in the order to be printed.
Vaibhav Diwanji, Florida State University; Juliann Cortese, Florida State University