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How Consumers React to the Product Review Videos on Social Media Platforms : Based on the Elaboration Likelihood Model

문병준|Meng-Ying Yu
경영경제연구소 (management & economic research institute)|2022.08|경영경제연구 (Journal of Management & Economics)|제44권 제3호|pp. 1-35|DOI 10.22828/meri.2022.44.3.001

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키워드

소셜 미디어 플랫폼Elaboration likelihood modelProduct review videoSocial media platform제품리뷰영상정교화 가능성 모형
주제분류경영학

초록

The purpose of this study is to explore how consumers process persuasive information from product review videos on social media platforms. We apply the elaboration likelihood model (ELM) to investigate the impacts of the central routes (information quality) and peripheral routes (characteristics of product reviewers and video popularity) on perceived persuasiveness. Additional to this study is examining the consumer involvement as a moderator between central and peripheral routes and perceived persuasiveness. The study sample consisted of 314 respondents from China. The results show that both routes substantially impact consumers' perceptions related to persuasive information and result in intentions of behavior. Moreover, the relationship between video popularity and perceived persuasiveness is positively moderated by consumer involvement. Our findings not only help the scholars understand the persuasive process in product review videos, but also assist the marketers and product reviewers in developing a better product marketing strategy on social media platforms.

Abstract

The purpose of this study is to explore how consumers process persuasive information from product review videos on social media platforms. We apply the elaboration likelihood model (ELM) to investigate the impacts of the central routes (information quality) and peripheral routes (characteristics of product reviewers and video popularity) on perceived persuasiveness. Additional to this study is examining the consumer involvement as a moderator between central and peripheral routes and perceived persuasiveness. The study sample consisted of 314 respondents from China. The results show that both routes substantially impact consumers' perceptions related to persuasive information and result in intentions of behavior. Moreover, the relationship between video popularity and perceived persuasiveness is positively moderated by consumer involvement. Our findings not only help the scholars understand the persuasive process in product review videos, but also assist the marketers and product reviewers in developing a better product marketing strategy on social media platforms.

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