Comparing The Online Video Review and Written Review on Increasing Intention to Purchase

Published: Dec 28, 2023

Abstract:

Purpose: The growth of e-commerce and rapid technological development have prompted changes in business actors in marketing products and consumers when buying a product. To convince potential buyers, reviews of a product are essential, likewise, to convince the prospective consumer.

Research methodology: This study used an experimental approach to test the effectiveness of product reviews in the form of videos or writings on increasing purchase intentions. The experiments were conducted with 118 students selected from the population. A simple randomized participant design was used.

Results: The experimental results show a significant increase in purchase intention for consumers who see reviews of cosmetic products in videos and writing. There is no significant difference between the use of reviews in the form of videos and writing on purchase intentions.

Contribution: This means that the use of reviews on a product using both video and written media is equally effective in arousing potential customers to buy a product as long as information clarity is described in the review. Practically, these findings form the basis for business people to take advantage of reviews in marketing their products.

Keywords:
1. video review
2. online purchase
3. intention to purchase
Authors:
1 . Rezki Ashriyana Sulistiobudi
Universitas Padjadjaran
2 . Sandya Merizka
Faculty of Psychology Universitas Padjadjaran, Indonesia
3 . Muhammad Zaki Syawie
Faculty of Psychology Universitas Padjadjaran, Indonesia
4 . Salma Putri Paramitha
Faculty of Psychology Universitas Padjadjaran, Indonesia
View PDF

Downloads

Download data is not yet available.
Issue & Section
Vol. 1 No. 1 (2023): December
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

    Agrawal, S. R., & Mittal, D. (2022). Optimizing customer engagement content strategy in retail and E-tail: Available on online product review videos. Journal of Retailing and Consumer Services, 67, 102966.

    Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.

    Ajzen, I. (2006). Constructing a theory of planned behavior questionnaire: Amherst, MA.

    Ajzen, I., Joyce, N., Sheikh, S., & Cote, N. G. (2011). Knowledge and the prediction of behavior: The role of information accuracy in the theory of planned behavior. Basic and applied social psychology, 33(2), 101-117.

    Balakrishnan, J., & Manickavasagam, J. (2017). User disposition and attitude towards advertisements placed in Facebook, LinkedIn, Twitter and YouTube: A decision tree and MANOVA approach Advertising and Branding: Concepts, Methodologies, Tools, and Applications (pp. 1512-1532): IGI Global.

    Bi, N. C., Zhang, R., & Ha, L. (2019). Does valence of product review matter? The mediating role of self-effect and third-person effect in sharing YouTube word-of-mouth (vWOM). Journal of Research in Interactive Marketing, 13(1), 79-95.

    Chaiken, S., & Trope, Y. (1999). Dual-process theories in social psychology: Guilford Press.

    Chen, Y., Lu, Y., Wang, B., & Pan, Z. (2019). How do product recommendations affect impulse buying? An empirical study on WeChat social commerce. Information & Management, 56(2), 236-248.

    Christensen, L. B. (2004). Experimental methodology: Allyn and Bacon.

    Duffett, R. (2020). The YouTube marketing communication effect on cognitive, affective and behavioural attitudes among Generation Z consumers. Sustainability, 12(12), 5075.

    Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes: Harcourt brace Jovanovich college publishers.

    Fishbein, M., & Ajzen, I. (2011). Predicting and changing behavior: The reasoned action approach: Taylor & Francis.

    Ghose, A., & Ipeirotis, P. G. (2010). Estimating the helpfulness and economic impact of product reviews: Mining text and reviewer characteristics. IEEE transactions on knowledge and data engineering, 23(10), 1498-1512.

    Goodwin, C. J. (2010). Research in psychology: Methods and design.

    Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52.

    Hu, H.-f., & Krishen, A. S. (2019). When is enough, enough? Investigating product reviews and information overload from a consumer empowerment perspective. Journal of Business Research, 100, 27-37.

    Hu, X., & Ha, L. (2015). Which form of word-of-mouth is more important to online shoppers? A comparative study of WOM use between general population and college students. Journal of Communication and Media Research, 7(2), 15-35.

    Kusumasondjaja, S., Shanka, T., & Marchegiani, C. (2012). Credibility of online reviews and initial trust: The roles of reviewer’s identity and review valence. Journal of Vacation Marketing, 18(3), 185-195.

    Kuswanto, K., & Vikaliana, R. (2020). Pengaruh Harga Dan Ulasan Produk Terhadap Keputusan Pembelian Online. Jurnal Manajemen dan Bisnis Equilibrium, 6(2), 159-172.

    Lastriany, F., Sulistiobudi, R. A., & Sulastiana, M. (2021). Going Green: How Consumption Values Lead to Green Consumption Behavior in Z Generation. Annals of Management and Organization Research, 3(1), 83-95.

    Lee, S.-H. (2009). How do online reviews affect purchasing intention? African journal of business management, 3(10), 576.

    Li, J., & Zhan, L. (2011). Online persuasion: How the written word drives WOM: Evidence from consumer-generated product reviews. Journal of Advertising Research, 51(1), 239-257.

    Li, M., Huang, L., Tan, C.-H., & Wei, K.-K. (2013). Helpfulness of online product reviews as seen by consumers: Source and content features. International Journal of Electronic Commerce, 17(4), 101-136.

    Lohr, S. L. (2019). Sampling: Design and Analysis: CRC Press.

    Lopezosa, C., Orduña-Malea, E., & Pérez-Montoro, M. (2020). Making video news visible: Identifying the optimization strategies of the cybermedia on YouTube using web metrics. Journalism practice, 14(4), 465-482.

    Moisescu, O. I., Dan, I., & Gic?, O. A. (2022). An examination of personality traits as predictors of electronic word?of?mouth diffusion in social networking sites. Journal of Consumer Behaviour, 21(3), 450-467.

    Morwitz, V. G., Steckel, J. H., & Gupta, A. (2007). When do purchase intentions predict sales? International Journal of Forecasting, 23(3), 347-364.

    Myers, D. G. (2010). Social Psychology: McGraw-Hill.

    Naab, R., & Bans-Akutey, A. (2021). Assessing the use of e-business strategies by SMEs in Ghana during the Covid-19 pandemic. Annals of Management and Organization Research, 2(3), 145-160.

    Nayma, J., Ratul, S. S., & Rahman, S. B. (2023). Understanding the effects of SMS marketing on consumers' attitude and purchase decision: An Empirical study on Bangladesh. International Journal of Financial, Accounting, and Management, 5(2), 215-233.

    Nielsen, L. H., Jørgensen, N. T., Jantzen, K., Bjerg, S., & Munch-Petersen, D. S. B. (2006). Credibility of Science Communication. Roskilde University.

    Novanda, R. R. (2023). Promotion Effectiveness of Small Scale Enterprises (SMEs) in Indonesian Unicorn Marketplace. International Journal of Accounting and Management Information Systems, 1(1), 33-44.

    Park, D.-H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125-148.

    Park, S., Chung, S., & Lee, S. (2019). The effects of online product reviews on sales performance: Focusing on number, extremity, and length. Journal of Distribution Science, 17(5), 85-94.

    Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change: Springer Science & Business Media.

    Putri, L., & Wandebori, H. (2016). Factors influencing cosmetics purchase intention in indonesia based on online review. Paper presented at the International Conference on Ethics of Business, Economics and Social Science.

    Redish, J. G. (2007). Letting go of the words: Writing web content that works: Morgan Kaufmann.

    Roy, S. K. (2023). Impact of SMS advertising on purchase intention for young consumers. International Journal of Financial, Accounting, and Management, 4(4), 427-447.

    Singh, J. P., Irani, S., Rana, N. P., Dwivedi, Y. K., Saumya, S., & Roy, P. K. (2017). Predicting the “helpfulness” of online consumer reviews. Journal of Business Research, 70, 346-355.

    Solomon, M. R. (2017). Consumer behavior: Buying, having, and being (12 ed.).

    Sudjatmika, F. V. (2017). Pengaruh harga, ulasan produk, kemudahan, dan keamanan terhadap keputusan pembelian secara online di Tokopedia. com. Agora, 5(1).

    Suharto, S., & Hoti, A. (2023). Relationship Marketing, Customer Experience and Customer Satisfaction: Testing Their Theoretical and Empirical Underpinning. Jurnal Manajemen Bisnis, 14(1).

    Suharto, S., Suyanto, S., & Suwarto, S. (2022). The Influence of Digital Marketing, Customer Experience and Relationship Marketing on Customer Satisfaction. Calitatea Quality Access To Success, 23(121), 282-289.

    Suharto, S., & Yuliansyah, Y. (2023). The Influence of Customer Relationship Management and Customer Experience on Customer Satisfaction. Integrated Journal of Business and Economics, 7(1), 403-417.

    Sun, M. (2012). How does the variance of product ratings matter? Management science, 58(4), 696-707.

    Tafesse, W. (2020). YouTube marketing: how marketers' video optimization practices influence video views. Internet Research, 30(6), 1689-1707.

    Tobon, S., & García-Madariaga, J. (2021). The influence of opinion leaders’ ewom on online consumer decisions: A study on social influence. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 748-767.

    Wang, Y., Wang, Z., Zhang, D., & Zhang, R. (2019). Discovering cultural differences in online consumer product reviews. Journal of Electronic Commerce Research, 20(3), 169-183.

    Yang, J., Sarathy, R., & Lee, J. (2016). The effect of product review balance and volume on online Shoppers' risk perception and purchase intention. Decision support systems, 89, 66-76.

    Yu, Y.-W., & Natalia, Y. (2013). The effect of user generated video reviews on consumer purchase intention. Paper presented at the 2013 Seventh International Conference on Innovative Mobile and Internet Services in Ubiquitous Computing.

    Zhou, S., & Guo, B. (2017). The order effect on online review helpfulness: A social influence perspective. Decision support systems, 93, 77-87.

  1. Agrawal, S. R., & Mittal, D. (2022). Optimizing customer engagement content strategy in retail and E-tail: Available on online product review videos. Journal of Retailing and Consumer Services, 67, 102966.
  2. Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
  3. Ajzen, I. (2006). Constructing a theory of planned behavior questionnaire: Amherst, MA.
  4. Ajzen, I., Joyce, N., Sheikh, S., & Cote, N. G. (2011). Knowledge and the prediction of behavior: The role of information accuracy in the theory of planned behavior. Basic and applied social psychology, 33(2), 101-117.
  5. Balakrishnan, J., & Manickavasagam, J. (2017). User disposition and attitude towards advertisements placed in Facebook, LinkedIn, Twitter and YouTube: A decision tree and MANOVA approach Advertising and Branding: Concepts, Methodologies, Tools, and Applications (pp. 1512-1532): IGI Global.
  6. Bi, N. C., Zhang, R., & Ha, L. (2019). Does valence of product review matter? The mediating role of self-effect and third-person effect in sharing YouTube word-of-mouth (vWOM). Journal of Research in Interactive Marketing, 13(1), 79-95.
  7. Chaiken, S., & Trope, Y. (1999). Dual-process theories in social psychology: Guilford Press.
  8. Chen, Y., Lu, Y., Wang, B., & Pan, Z. (2019). How do product recommendations affect impulse buying? An empirical study on WeChat social commerce. Information & Management, 56(2), 236-248.
  9. Christensen, L. B. (2004). Experimental methodology: Allyn and Bacon.
  10. Duffett, R. (2020). The YouTube marketing communication effect on cognitive, affective and behavioural attitudes among Generation Z consumers. Sustainability, 12(12), 5075.
  11. Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes: Harcourt brace Jovanovich college publishers.
  12. Fishbein, M., & Ajzen, I. (2011). Predicting and changing behavior: The reasoned action approach: Taylor & Francis.
  13. Ghose, A., & Ipeirotis, P. G. (2010). Estimating the helpfulness and economic impact of product reviews: Mining text and reviewer characteristics. IEEE transactions on knowledge and data engineering, 23(10), 1498-1512.
  14. Goodwin, C. J. (2010). Research in psychology: Methods and design.
  15. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52.
  16. Hu, H.-f., & Krishen, A. S. (2019). When is enough, enough? Investigating product reviews and information overload from a consumer empowerment perspective. Journal of Business Research, 100, 27-37.
  17. Hu, X., & Ha, L. (2015). Which form of word-of-mouth is more important to online shoppers? A comparative study of WOM use between general population and college students. Journal of Communication and Media Research, 7(2), 15-35.
  18. Kusumasondjaja, S., Shanka, T., & Marchegiani, C. (2012). Credibility of online reviews and initial trust: The roles of reviewer’s identity and review valence. Journal of Vacation Marketing, 18(3), 185-195.
  19. Kuswanto, K., & Vikaliana, R. (2020). Pengaruh Harga Dan Ulasan Produk Terhadap Keputusan Pembelian Online. Jurnal Manajemen dan Bisnis Equilibrium, 6(2), 159-172.
  20. Lastriany, F., Sulistiobudi, R. A., & Sulastiana, M. (2021). Going Green: How Consumption Values Lead to Green Consumption Behavior in Z Generation. Annals of Management and Organization Research, 3(1), 83-95.
  21. Lee, S.-H. (2009). How do online reviews affect purchasing intention? African journal of business management, 3(10), 576.
  22. Li, J., & Zhan, L. (2011). Online persuasion: How the written word drives WOM: Evidence from consumer-generated product reviews. Journal of Advertising Research, 51(1), 239-257.
  23. Li, M., Huang, L., Tan, C.-H., & Wei, K.-K. (2013). Helpfulness of online product reviews as seen by consumers: Source and content features. International Journal of Electronic Commerce, 17(4), 101-136.
  24. Lohr, S. L. (2019). Sampling: Design and Analysis: CRC Press.
  25. Lopezosa, C., Orduña-Malea, E., & Pérez-Montoro, M. (2020). Making video news visible: Identifying the optimization strategies of the cybermedia on YouTube using web metrics. Journalism practice, 14(4), 465-482.
  26. Moisescu, O. I., Dan, I., & Gic?, O. A. (2022). An examination of personality traits as predictors of electronic word?of?mouth diffusion in social networking sites. Journal of Consumer Behaviour, 21(3), 450-467.
  27. Morwitz, V. G., Steckel, J. H., & Gupta, A. (2007). When do purchase intentions predict sales? International Journal of Forecasting, 23(3), 347-364.
  28. Myers, D. G. (2010). Social Psychology: McGraw-Hill.
  29. Naab, R., & Bans-Akutey, A. (2021). Assessing the use of e-business strategies by SMEs in Ghana during the Covid-19 pandemic. Annals of Management and Organization Research, 2(3), 145-160.
  30. Nayma, J., Ratul, S. S., & Rahman, S. B. (2023). Understanding the effects of SMS marketing on consumers' attitude and purchase decision: An Empirical study on Bangladesh. International Journal of Financial, Accounting, and Management, 5(2), 215-233.
  31. Nielsen, L. H., Jørgensen, N. T., Jantzen, K., Bjerg, S., & Munch-Petersen, D. S. B. (2006). Credibility of Science Communication. Roskilde University.
  32. Novanda, R. R. (2023). Promotion Effectiveness of Small Scale Enterprises (SMEs) in Indonesian Unicorn Marketplace. International Journal of Accounting and Management Information Systems, 1(1), 33-44.
  33. Park, D.-H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125-148.
  34. Park, S., Chung, S., & Lee, S. (2019). The effects of online product reviews on sales performance: Focusing on number, extremity, and length. Journal of Distribution Science, 17(5), 85-94.
  35. Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change: Springer Science & Business Media.
  36. Putri, L., & Wandebori, H. (2016). Factors influencing cosmetics purchase intention in indonesia based on online review. Paper presented at the International Conference on Ethics of Business, Economics and Social Science.
  37. Redish, J. G. (2007). Letting go of the words: Writing web content that works: Morgan Kaufmann.
  38. Roy, S. K. (2023). Impact of SMS advertising on purchase intention for young consumers. International Journal of Financial, Accounting, and Management, 4(4), 427-447.
  39. Singh, J. P., Irani, S., Rana, N. P., Dwivedi, Y. K., Saumya, S., & Roy, P. K. (2017). Predicting the “helpfulness” of online consumer reviews. Journal of Business Research, 70, 346-355.
  40. Solomon, M. R. (2017). Consumer behavior: Buying, having, and being (12 ed.).
  41. Sudjatmika, F. V. (2017). Pengaruh harga, ulasan produk, kemudahan, dan keamanan terhadap keputusan pembelian secara online di Tokopedia. com. Agora, 5(1).
  42. Suharto, S., & Hoti, A. (2023). Relationship Marketing, Customer Experience and Customer Satisfaction: Testing Their Theoretical and Empirical Underpinning. Jurnal Manajemen Bisnis, 14(1).
  43. Suharto, S., Suyanto, S., & Suwarto, S. (2022). The Influence of Digital Marketing, Customer Experience and Relationship Marketing on Customer Satisfaction. Calitatea Quality Access To Success, 23(121), 282-289.
  44. Suharto, S., & Yuliansyah, Y. (2023). The Influence of Customer Relationship Management and Customer Experience on Customer Satisfaction. Integrated Journal of Business and Economics, 7(1), 403-417.
  45. Sun, M. (2012). How does the variance of product ratings matter? Management science, 58(4), 696-707.
  46. Tafesse, W. (2020). YouTube marketing: how marketers' video optimization practices influence video views. Internet Research, 30(6), 1689-1707.
  47. Tobon, S., & García-Madariaga, J. (2021). The influence of opinion leaders’ ewom on online consumer decisions: A study on social influence. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 748-767.
  48. Wang, Y., Wang, Z., Zhang, D., & Zhang, R. (2019). Discovering cultural differences in online consumer product reviews. Journal of Electronic Commerce Research, 20(3), 169-183.
  49. Yang, J., Sarathy, R., & Lee, J. (2016). The effect of product review balance and volume on online Shoppers' risk perception and purchase intention. Decision support systems, 89, 66-76.
  50. Yu, Y.-W., & Natalia, Y. (2013). The effect of user generated video reviews on consumer purchase intention. Paper presented at the 2013 Seventh International Conference on Innovative Mobile and Internet Services in Ubiquitous Computing.
  51. Zhou, S., & Guo, B. (2017). The order effect on online review helpfulness: A social influence perspective. Decision support systems, 93, 77-87.