product presentation effect

ORIGINAL RESEARCH article

Product presentation in the live-streaming context: the effect of consumer perceived product value and time pressure on consumer’s purchase intention.

• School of Economics and Management, Beijing Jiaotong University, Beijing, China

Live streaming is conducive to consumers obtaining rich and accurate product information, by displaying products through real-time video technology. Live streaming provides a new type of product presentation method, such as showing products from different perspectives, interacting with consumers by trying the products out, and answering consumers’ questions in real time. Other than the current research focus on anchors (or influencers) and consumers in live-streaming marketing, this article tried to explore the way of the product presentation and its effect and mechanism on consumers’ purchase intention. Three studies were conducted. Study 1 ( N = 198, 38.4% male) used a survey to explore the main effect of product presentation on consumers’ purchase intention and the mediating effect of the perceived product value. Study 2 ( N = 60, 48.3% male) was a survey-based behavioral experiment, and it tested the above effects in the scenario of food consumption. Study 3 ( N = 118, 44.1% men) tried to deeply discuss the above relationship in the appeal consumption scenario by priming different levels of the product presentation and time pressure. The results found that the product presentation positively affected consumers’ purchase intention. The perceived product value played a mediating role in the relationship between product presentation and purchase intention. In addition, different levels of time pressure in the living room moderated the above mediation effect. When time pressure is high, the positive impact of product presentation on purchase intention is strengthened. This article enriched the theoretical research on product presentation by exploring product presentation in the context of live-streaming marketing. It explained how product presentation could improve consumers’ perceived product value and the boundary effect of time pressure on consumers’ purchase intention. In practice, this research guided brands and anchors on designing product displays to improve consumers’ purchase decisions.

Introduction

When consumers shop online, they cannot directly view, touch, taste, or try products. Therefore, the product presentation information becomes the critical clue for consumers to judge the product quality and make purchase decisions ( Jiang and Benbasat, 2004 ). The e-commerce platforms try to optimize product presentation to effectively convey related product information to consumers, such as using traditional text, pictures, animation, voice, background music, and video ( Jovic et al., 2012 ). Distinct formats of product presentation provide different influences on consumers’ cognition, emotion, and behavior. It has been proved that the high media richness presentation could significantly reduce the perceived risk and improve consumer trust ( Yue et al., 2017 ) and consumer product preference ( Jovic et al., 2012 ).

With the rapid development of live-streaming marketing, the living room provides a new style of product presentation in real-time 3D formats. Extent research on product presentation mainly focused on designs on the webpage of e-commerce, namely, the 2D display and prerecorded video ( Algharabat et al., 2017 ; Petit et al., 2019 ). However, few researchers have examined the effect and specific mechanism of the live-streaming product display formats on consumers’ decisions. Product presentation in live streaming is different from that on a traditional e-commerce webpage. The product presentation in live streaming provides rich visual information by displaying products from multiple angles and sensory information by trying the product. The interactive technology used in live streaming helps to increase consumer engagement, time sensitivity, and personalized shopping experience ( Sjöblom and Hamari, 2017 ). In addition, real-time interactions, such as displaying products according to consumers’ requests and answering questions in a targeted manner, make consumers feel like shopping in physical stores ( Kumar and Tan, 2015 ). Given the difference in product presentation between webpage and live streaming, it is necessary to explore how products should be presented in live streaming and the effect on consumer behavior.

There is also a research gap on the research objects of live streaming. Theoretically, live-streaming marketing mainly focused on the characteristics of anchors and the interaction between anchors and consumers on consumer decisions. The influencing factors include anchor type ( Huang et al., 2021 ), fit between anchor and products/brand ( Park and Lin, 2020 ), interactional communication style (the sense of community and emotional support; Chen and Liao, 2022 ; Liao et al., 2022 ), consumer’s social motivation ( Hilvert-Bruce et al., 2018 ), and consumer’s state boredom ( Zhang and Li, 2022 ). However, less research paid attention to the effect of products.

In addition, the mechanism of product presentation in live streaming on consumer’s decisions may change. Prior studies explained the specific mechanisms of product presentation on consumer’s purchase intention, such as mental imagery ( Overmars and Poels, 2015 ; Flaviaìn et al., 2017 ), perceived diagnosticity ( Cheng et al., 2022 ), and perceived risk ( Fiore et al., 2005 ; Kim and Forsythe, 2008 ; Cano et al., 2017 ). Moreover, researchers also explored the moderating effect of both consumer factors and product factors, such as information processing motivation ( Orús et al., 2017 ), need for touch ( Flaviaìn et al., 2017 ), the product type ( Li and Meshkova, 2013 ; Huang et al., 2017 ), and product rating ( Cheng et al., 2022 ). However, the above findings might not explain the psychological mechanism of consumers’ decisions in the context of real-time 3D product presentation in the live room. Therefore, this article will test the mediating effect of consumer perceived product value and the moderating effect of time pressure.

Specifically, this research focused on product presentation in the context of live streaming, and it intended to address the following research questions. Could product presentation, rather than the prevalent influence of anchors, promote consumer decisions in the live room? How does the product presentation increase consumers’ purchase intention? Does time pressure strengthen or weaken the positive effect of product presentation on consumers’ purchase intention? Based on the theoretical analysis and practical observation, this research proposed that a high level of product presentation increases consumer purchase intention, through the mediating effect of consumer perceived product value. The boundary effect of the above relationship is the perceived time pressure in the live room.

Theoretical background and research hypotheses

Online product presentation.

Different from shopping offline, shopping online could not provide an equivalent tactile experience in physical stores ( Cano et al., 2017 ). According to information processing at the cognitive level, consumers need to acquire, process, retain, and retrieve information ( Eroglu et al., 2001 ). Therefore, e-commerce merchants need to present consumers with timely, sensory, and rich-visual information on product details ( Petit et al., 2019 ), to reduce the uncertainty and perceived risk when making purchase decisions online.

Thanks to the rapidly developed interactive technology (e.g., virtual reality, augmented reality, and real-time live streaming), there are many product presentation formats for online consumption. Traditional e-commerce websites can use various visual presentations, such as static pictures, image zooming videos, product rotation, 3D product presentation, and virtual fitting rooms ( Kim and Forsythe, 2008 ; Park et al., 2008 ; Algharabat et al., 2017 ; Petit et al., 2019 ). Owing to the spatial limitations of the Internet, the richness of media could increase the information transformation and communication effect ( Daft and Lengel, 1986 ). Compared to verbal information in texts, pictures are seen as well-established predictors of consumers’ mental imagery ( Wu et al., 2016 ). Yoo and Kim (2014) suggested that pictures are more effective than descriptions by texts, and pictures showing the method and scene of usage are more effective than pictures not showing them. Nowadays, online product presentation videos have increasingly become the popular way to display products online, because it has been proven to be more prosperous and vivid than pictures and texts with dynamic visual and auditory information ( Jiang and Benbasat, 2007b ; Vonkeman et al., 2017 ), it increases the perceived ease of imaging the product ( Flaviaìn et al., 2017 ), and it provides the closest experience to the product in physical stores ( Kumar and Tan, 2015 ).

In general, extensive research on online product presentation mainly focused on different kinds of product presentation formats. On the one hand, some studies especially compared product presentation text descriptions ( Aljukhadar and Senecal, 2017 ), pictures ( Wu et al., 2020 ; Jai et al., 2021 ), interactive images ( Overmars and Poels, 2015 ), and virtual experience ( Cowan et al., 2021 ) with videos. Some scholars think that product presentation video is better than other formats ( Roggeveen et al., 2015 ); however, some scholars argued that product presented by pictures is more effective for search products ( Huang et al., 2017 ). On the other hand, some research studies the combination of different kinds of product presentation. Jovic et al. (2012) discovered that the most effective combination format is text, picture, video, voice, and background music. Yue et al. (2017) recommended the combination of static photos, video, and 3D images.

Research has found that online product presentation formats significantly influence consumers’ positive attitudes and purchase intentions ( Park et al., 2005 ; Jiang and Benbasat, 2007a ; Verhagen et al., 2014 ; Visinescu et al., 2015 ). The online product presentation provides consumers with more product cues. It makes the products more vivid ( Orús et al., 2017 ) and more accessible to evaluate ( Jai et al., 2021 ). It also helps to increase consumer imagery fluency ( Orús et al., 2017 ) and perception of interactivity ( Kim and Forsythe, 2008 ) and decrease the perceived risk ( Kim and Forsythe, 2008 ). In addition, it provides consumers with a sense of local presence ( Algharabat et al., 2017 ) and psychological ownership and endowment ( Brasel and Gips, 2014 ).

Product presentation in live streaming and consumer’s purchase intention

As a new form of e-commerce, product demonstrations in live streaming have not received enough attention. Unlike traditional product video, live streaming provides a unique style of product presentation. The product presentation in live streaming is close to the actual using situations, showing products from various angles and providing trials by real people. The basic product information is introduced by anchors in words, rather than the traditional text product introduction on a webpage. This increases the amount of information transformation and the effectiveness of information understanding, which makes it easier for consumers to perceive the utilities of the product. In addition, anchors always try on products during the live streaming, such as eating food and trying clothes on and answer consumers’ questions interactively ( Hilvert-Bruce et al., 2018 ).

Compared with the original display format, the most significant improvement of product presentation in live streaming is the rich, vivid, and interactive visual experience. On the one hand, product presentation in live streaming provides rich and tangible information. This experience is the primary sensory experience of shopping in the live room, and it increases the consumer’s perception of product quality and tangibility. For example, the static pictures, 360 spin rotation, and virtual mirror help consumers to form a clear mental representation of the product ( Verhagen et al., 2016 ), get a sense of its physical characteristics, and even get an idea of how to use it ( Schlosser, 2003 ; Jiang and Benbasat, 2007b ). That is to say, the product presentation could help consumers to get cues about product functionality and its features ( Coyle and Thorson, 2002 ). Therefore, the rich and tangible information presented in live streaming positively affects consumers’ perceived practical value of the product.

On the other hand, product presentation in live streaming provides vivid and interactive information. One fundamental problem with online shopping is that consumers lack sufficient awareness of products because they cannot check or try them. Jiang and Benbasat (2007b) found that diverse online product presentations provide more product cues, increase the perception of online products, and decrease information asymmetry. Studies discovered that high-quality pictures, three-dimensional (3D) images ( Visinescu et al., 2015 ), and local presence ( Verhagen et al., 2014 ) make online product presentations more vivid and interactive. In addition, a dynamic online product presentation, such as a product presentation video, could provide more specific clues to activate consumer mental imagery than a static online product presentation, such as pictures and texts ( Overmars and Poels, 2015 ). In more depth, Huang et al. (2017) investigated how the interaction of static and dynamic displays of products and product types would affect consumer behavior. For experiential products (e.g., food or beauty), consumers would give higher evaluations if the product is displayed dynamically. Park et al. (2005) claimed that online apparel shopping is popular but also risky, because of the lack of sensory attributes displayed on the website, such as fabric hand, garment fit, color, and quality. Therefore, e-tailers need to create an attractive visual product presentation with some sense of fit and other tactile experiences ( Szymanski and Hise, 2000 ). Three-dimensional (3D) product presentation enables consumers to visually inspect products by enlarging, zooming in or out on the product, and rotating the product ( Algharabat et al., 2017 ). The interaction between anchors and consumers, especially the try-on behavior, makes the product presentation in live streaming more vivid and interactive and improves consumers’ purchase intention.

Generally speaking, product presentation in live streaming can help consumers better diagnose product quality, which enhances consumers’ shopping pleasure ( Jiang and Benbasat, 2007a ). Various formats of product presentations provide consumers virtual product experience (VPE) and enhance consumers to feel, touch, and even try products in a virtual online environment ( Li et al., 2003 ). Based on these, this article proposed the first hypothesis:

H1: Product presentation in live streaming has a positive effect on consumer’s purchase intention.

Mediating effect of consumer’s perceived product value

A consumer’s perceived product value is an overall mental evaluation of a particular good ( Peterson and Yang, 2004 ). Product perceived value is about the assessment of consumers that they have received in terms of product quality and satisfaction and also that they have given in terms of money, time, and other costs. Research reveals that the perception of product value is a multidimensional and highly subjective evaluation of factors ( Ruiz et al., 2008 ), including functional, symbolic, and experiential attributes ( Boksberger and Melsen, 2011 ).

This article used the classic division of perceived product value dimensions: utilitarian and hedonic. On the one hand, utilitarian value is product-centric thinking, focusing on the functional, instrumental, and extrinsic cues of products ( Hirschman and Holbrook, 1982 ). The two typical utilitarian values for consumers are monetary saving and convenience ( Rintamäki et al., 2006 ). Monetary saving happens when consumers find discounted products, or when the prices are perceived as less than other stores. It reduces the consumer’s pain of paying ( Chandon et al., 2000 ) and increases the consumer’s perceived utilitarian value of the product. Convenience is defined as a ratio of inputs (e.g., time and effort) to outputs ( Holbrook, 1999 ). Seiders et al. (2000) pointed out that maximizing the speed and ease of shopping contributes to convenience. They defined four kinds of convenience, including access (reach a retailer), search (identify and select the essential products), possession (obtain desired products), and transaction (effect or amend transactions) convenience ( Seiders et al., 2000 ).

On the other hand, the hedonic perception value of the product is self-oriented and self-purposeful ( Holbrook, 1999 ). Generally speaking, consumers want entertainment and exploration during the consumption experience ( Rintamäki et al., 2006 ). Studies found that themed environments, shows or events, and the overall store atmospherics could improve the entertainment of the shopping experience ( Babin and Attaway, 2000 ). Hedonic value is sometimes a reaction to aesthetic features and is related to positive emotions evoked by the shopping experience. In addition, exploration is about the excitement of product or information search ( Chandon et al., 2000 ). Consumers see shopping as an adventure, just enjoying browsing, seeking, and bargaining ( Hausman, 2000 ).

Product presentation in the live-streaming context improves consumers’ perception of utilitarian product value from the convenient and monetary-saving parts. First, products in the living room are introduced and trailed by the anchors, and the linguistic and behavioral information output decreases time consumption. Once consumers enter the living room, they can easily access the products they are interested in, in the product lists or from the anchor’s display. They can also ask questions about the products to the anchors or the customer service staff. In addition, the design of the transaction process is easy and quick. These increase the perception of product utilitarian value, namely, access, search, possession, and transaction convenience. Second, product price seems cheaper than other sales channels. The anchors spend a lot of time discussing price discounts, such as receiving coupons, buy one get one, and other gifts. Therefore, consumers will count the price rationally and feel monetary savings.

At the same time, product presentation in the live-streaming context can also enhance consumer perceived hedonic product value from the entertainment and exploration aspects. First, the anchors in the live streaming are generally attractive, introduce products funnily, and make the consumers relaxed and delighted. Also, consumers could raise questions to anchor and interact with other audiences, which enhances their sense of immersion and offers a relatively real shopping scene ( Liu et al., 2020 ). Finally, live-streaming selling is a new marketing strategy focused on consumers’ unnoticed interests, which leads consumers to explore new products. In reality, many consumers have no purchase needs at the beginning. Still, after watching the introduction in the living room, they become interested in the product and intend to buy it.

A consumer’s perceived product value is one of the most critical determinants of a consumer’s purchase intention ( Chang and Wang, 2011 ). When consumers shop online, the utilitarian value of the website could positively affect their flow experience and then affect their intention of continuing to consume ( Chang and Chen, 2014 ). As for the hedonic shopping value, it will affect consumers’ information search propensity and purchase intention ( Wang, 2010 ). In addition, hedonic values have a direct impact on consumers’ perceived uniqueness, leading to place dependence, frequent visits, and longer shopping time ( Allard et al., 2009 ).

Therefore, product presentations in live streaming enhance the two kinds of perceived product value, by providing external information and generating self-cognitions for consumers. After obtaining product-related information, consumers would psychologically reflect on the meanings and value of the information in the product. Thus, the higher the value of information, the higher the consumer’s perceived product value ( Zhang and Merunka, 2015 ). At the same time, the higher the value of information indicates that consumers have an in-depth and comprehensive understanding of the product and thus feel the product is sincere and reliable ( Manfred et al., 2012 ). Hence, this article used perceived product value as mediating variable and proposed the second hypothesis:

H2: Consumer’s perceived product value mediated the positive effect of the product presentation and consumer’s purchase intention.

Moderating effect of time pressure on consumption

Time pressure is an anxious emotional response that arises from the decision-maker’s lack of time to complete tasks within a specific deadline ( Svenson and Edland, 1987 ). Time pressure could be divided into subjective time pressure and objective time pressure. The subjective time pressure is mainly determined by the discount rates, while the objective time pressure is determined by the promotion time constraints. Discount rates and time constraints constitute opportunity costs, lead to consumers’ perceived time pressure, and then affect consumers’ decisions ( Zhu and Zhang, 2021 ).

Time pressure has a moderating effect on the mediation relationship between product presentation and consumer purchase intention. Time pressure reduces consumers’ information search during the purchase decision process ( Beatty and Smith, 1987 ). Under time pressure, consumers spend significantly less time searching for information, especially unbiased information sources ( Murray, 1983 ). In addition, their cognitive closure is more inclined to intuitive heuristics ( Murray, 1983 ), relying on experience or intuition to make decisions. Under this condition, consumers tend to exaggerate the perceived benefits, ignore possible risks, look for evidence to support their ideas, and pay less or no attention to evidence that denies their views. They have less time to attain and analyze other rich information rather than that got from product presentation, and they make purchase decisions impulsively and fast. That is to say, for consumers with high time pressure, their purchase intention primarily relied on information obtained from product presentations. Therefore, the limited time constraint, or time pressure, may enhance the positive effect of product presentation on consumers’ purchase intention. Based on these, the third hypothesis was proposed:

H3: Time pressure moderates the effect of product presentation on consumers’ purchase intention. For consumers under a high level of time pressure, product presentation is positively associated with consumer purchase intention; for consumers under a low level of time pressure, the positive impact of product presentation on purchase intention is attenuated.

Based on the above hypotheses, the research framework is shown in Figure 1 .

Figure 1. The research framework.

Study 1 was a self-reported survey, to explore the main effect of product presentation on consumers’ purchase intention and the mediating effect of the perceived product value. In Study 1, participants were asked to recall their consumption experience in live streaming and answer related questionnaires.

Participants

The questionnaire was designed and released through the Credamo platform. We received 249 answers. There were 198 qualified responses eventually, after excluding questionnaires that showed too long/short duration, regular answering patterns, incomplete information, and failed to pass screening questions. Among them, 76 (38.4%) were male participants, 141 (71.2%) were 21–30 years old, and 51 (25.8%) were 31–40 years old. More demographic information was shown in Table 1 .

Table 1. Description of participants’ demographics in Study 1.

Procedures and measures

After obtaining informed consent, participants were asked to recall their last live-streaming watching and shopping experience and answer related questions. First, the detailed information was based on the consumption experience. They were asked whether they watched the consumption live streaming and whether they bought products in the live-streaming room. They were also required to write down this consumption experience with detailed information, such as the brand, product category (e.g., clothing, food, and cosmetics), and price, to enhance the recalling effect. Second, product presentation was measured with mature scales (α = 0.62; Farrelly et al., 2019 ). Third, product purchase intention was measured with a 4-item scale adapted from mature scales (α = 0.83; Huang et al., 2013 ). Fourth, perceived product value was measured with 12 items in total (α = 0.88; Mathwick et al., 2001 ; Loiacono et al., 2007 ) for the utilitarian and hedonic value. All the items were measured with a 7-Likert scale, with 1 = strongly disagree and 7 = strongly agree. Finally, demographics were collected, including gender, age, occupation, highest education, monthly income, and monthly consumption.

Common method bias check

Given the nature of the single-shot cross-sectional survey, we first checked whether there was a common method bias before the formal data analysis. Harman’s one-factor analysis was conducted ( Podsakoff and Organ, 1986 ), by including all of the items of critical variables for an exploratory factor analysis using a maximum likelihood solution. The results showed that four factors emerged with eigenvalues larger than 1.00, indicating that more than one factor underlies the data. In addition, the first factor accounted for only 39.12% of the total variance, suggesting that the common method variance may not be a severe concern in the present study ( Eby and Dobbins, 1997 ).

The main effect of product presentation on consumer’s purchase intention

Descriptive statistics and correlation coefficients of key variables are presented in Table 2 . To test the main effect of product presentation on product purchase intention in the live streaming, regression analysis was conducted by two models (refer to Table 3 ). In Model 1, we regressed the product presentation on consumers’ purchase intention. Model 2 revealed that after controlling for demographic variables such as gender, age, education, occupation, monthly income, and monthly expenditure, product presentation also positively predicted customers’ purchase intention (β = 0.71, t = 13.75, p < 0.000, refer to Table 3 ) and, thus, H1 was supported.

Table 2. Description and correlation of variables in Study 1.

Table 3. Regression analysis for Study 1.

Mediation effect analysis

We predicted that the perceived product value would mediate the effect of product presentation on product purchase intention. A 5,000 resampling bootstrapping mediation analysis using product presentation as the predictor, perceived product value as the mediator, and product purchase intention as the dependent variable ( Hayes, 2018 , Model 4) confirmed this prediction. The analysis revealed a significant omnibus index of mediation (Effect = 0.43, SE = 0.07, 95% CI: [0.30, 0.58]). Thus, H2 was supported.

Study 2 was a survey-based behavioral experiment. The aim of Study 2 was to test the main effect of product presentation on consumer purchase intention, and the mediation effect of perceived product value, namely to verify H1 and H2.

This experiment was designed and distributed through the online survey platform Credamo. 1 A total of 83 subjects, who had not joined Study 1, participated in the formal experiment, and 23 subjects were excluded because of too long or too short response time, inconsistent responses, and wrong answers for the attention check. Among the final 60 participants, 29 (48.3%) were male participants, and the average age was 29.08 years (SD = 5.54, Min = 18, Max = 42). More demographics are shown in Table 4 .

Table 4. Description of participants’ demographics in Study 2.

Study 2 was a one-factor (product presentation: high vs. low) between-subject design. The final 60 subjects were randomly assigned to one of two experimental groups, with 30 people in each condition. Before the formal experiment, participants signed informed consent online. They were guaranteed anonymity and allowed to discontinue the experiment at any time. They were told that this was a sociological study that consisted of several unrelated sub-surveys. After the answer was qualified and accepted, each participant would be paid 5 yuan in renminbi (RMB).

Participants were first shown the same live-streaming clip for approximately 20 s. It was cut from the “Ear Gourmet” living room and presented the product of chocolate. This video introduced the basic product information, including the chocolate brand, original country, price, and four kinds of flavors.

Second, the different conditions were primed with different descriptions of the product presentation information. The high level of product presentation is primed by enough information about this chocolate in detail, such as the origin, raw materials, functional groups, product positioning, and applicable scenarios. In addition, the participants were told that the anchor also introduced the information about this chocolate in detail through various behaviors in the live streaming, including the anchor’s tasting, the assistant’s tasting, product detail display, and interactive Q&A. However, in the group of low-level product presentation, participants were told that the anchor did not introduce other product information, except for the above information got in the video. Furthermore, the anchor did not show the product through behaviors in the live streaming, such as the anchor’s tasting, the assistant’s tasting, product detail display, and interactive Q&A.

Third, participants were asked to recall video contents and then answer their purchase intention with four items (α = 0.93; Huang et al., 2013 ). Fourth, manipulation checks and attention checks were tested. The questions for the manipulation check used the scales of product presentation (α = 0.91; Farrelly et al., 2019 ) with seven items, such as “Anchor introduced objective attributes of products, such as ingredients and specifications” and “There are product trials sessions in live streaming.” Furthermore, there are two questions for the attention check, about the contents of the video or text reminder. Fifth, product perceived value was measured with six items for the utilitarian value (α = 0.91; Loiacono et al., 2007 ) and six items for the hedonic value (α = 0.93; Mathwick et al., 2001 ). The example items are “The products recommended in live streaming meet my functional demands for such products” and “I think the live streaming entertains me.” Finally, the demographics were collected, including gender, age, highest education, work, monthly income, and monthly consumption.

Manipulation check of product presentation

The results indicated that there is a significant difference in the perception of product presentation between the high-level (Mean = 5.73, SD = 0.90) and the low-level groups (Mean = 2.80, SD = 0.59), t = −15.01, p < 0.000. Therefore, the manipulation of high and low levels of product presentation succeeded.

The independent sample t -test revealed that product presentation had a positive main effect on consumers’ purchase intention. Participants in the high product presentation had higher purchase intention (M high product presentation = 5.70, SD high product presentation = 0.99) than those in the low group (M low product presentation = 3.92, SD low product presentation = 1.40), t = −5.71, p < 0.000. Thus, H1 was supported.

We predicted that consumers’ perceived product value would mediate the effect of product presentation on product purchase intention. A 5,000 resampling bootstrapping mediation analysis confirmed this prediction, using product presentation as the predictor, perceived product value as the mediator, product purchase intention as the dependent variable ( Hayes, 2018 , Model 4), and demographics as control variables. The analysis revealed a significant omnibus index of mediation for product presentation (Effect = 0.99, SE = 0.26, 95% CI: [0.54, 1.56]). Thus, H2 was supported.

Study 3 was a survey-based behavioral experiment to explore further the mediating effect of product value perception and moderated mediation effect of time pressure in the clothing consumption scenario.

A total of 176 participants were recruited from the sample database on Credamo. After excluding 58 answers that were too long or too short response time, inconsistent responses, and wrong answers for the attention check, 118 valid answers were reserved. Among them, 52 (44.1%) were male participants, and the average age was 28.53 years (SD age = 6.72, Min age = 19, Max age = 52). More demographic information is shown in Table 5 .

Table 5. Description of participants’ demographics in Study 3.

Study 3 followed a 2 (product presentation: high vs. low) * 2 (time pressure: high vs. low) between-subject design. Participants were recruited to join in a survey on product evaluation in live streaming. They signed informed consent online, guaranteed anonymity, and were allowed to discontinue the experiment at any time. After the answer was checked and accepted, each participant would be paid 5 yuan in RMB.

First, watch the same video of the product. All participants were asked to watch a short video carefully, which was an excerpted video from Anta’s live-streaming room. The anchor introduced the black and white panda sneakers, the same style for men and women. The price of this product in the live-streaming room is 229 yuan in RMB. Second is the manipulation of different levels of product presentation. Participants were randomly assigned to read different descriptions of the information in the live room, to prime consumers’ different perceptions of the product presentation and time pressure. The product presentation was primed with detailed/brief descriptions of the shoes, to manipulate the high/low level of product presentation. The high/low time pressure was primed by “The low price and coupons in the live-streaming room are valid for a short/long time, leaving a short/long time for consumers to make purchasing decisions.” “The anchor continues to/does not continue to urge consumers to quickly buy” ( Benson and Svenson, 1993 ). Third, participants completed the purchase intention scale (α = 0.93) and product value perception scale (α = 0.96; Mathwick et al., 2001 ; Loiacono et al., 2007 ). Then, participants indicated their agreement on two scales as a manipulation check for product presentation (α = 0.89; Farrelly et al., 2019 ) and time pressure (α = 0.95; Svenson, 1992 ). All measurements were based on a 7-point Likert scale (1 = Strongly disagree; 7 = Strongly agree). Finally, participants reported their demographics as identical to that in Study 2. We also included an attention check in the middle of the process.

Manipulation check of the product presentation and time pressure

As we expected, participants in the high product presentation perceived high product presentation information (M high product presentation = 5.68, SD high product presentation = 0.87) more than those in the low group (M low product presentation = 3.69, SD low product presentation = 1.08), t = −10.99, p < 0.000. Moreover, the t -test revealed that there is also a significant difference in the perception of time pressure between high and low groups, t = −15.81, p < 0.000, M high time pressure = 5.73, SD high time pressure = 1.08, M low time pressure = 2.28, SD low time pressure = 1.27. The result showed that the manipulation of the product presentation and time pressure was effective.

The independent sample t -test revealed that product presentation had a positive main effect on consumers’ purchase intention. Participants in the high product presentation had higher purchase intention (M high product presentation = 5.80, SD high product presentation = 0.72) than those in the low group (M low product presentation = 4.06, SD low product presentation = 1.55), t = −5.71, p < 0.000. Thus, H1 was supported.

Mediation effect of perceived product value

Based on Model 4 in PROCESS ( Hayes, 2018 ), we conducted a 5,000 resampling bootstrapping mediation analysis, using product presentation (0 = low level, 1 = high level) as the predictor, consumer perceived product value as the mediator, and consumer’s purchase intention as the dependent variable. The results confirmed a significant mediation effect of product value (Effect = 1.15, SE = 0.18, 95% CI: [0.80, 1.50]). Therefore, H2 was supported again.

Moderation effect

Following Model 5 of the PROCESS Macro ( Hayes, 2012 ), we performed a 5,000 resampling bootstrapping moderated mediation analysis with product presentation (0 = low level, 1 = high level) as the independent variable, perceived product value as the mediator, time pressure (0 = low level, 1 = high level) as the moderator, and consumer’s purchase intention as the dependent variable. The results indicated a moderated effect of time pressure perception (Effect = 0.70, SE = 0.26, 95% CI: [0.20, 1.21]). In particular, for consumers with a low level of time pressure, the main effect of product presentation on purchase intention was not significant (Effect = 0.27, SE = 0.19, 95% CI: [−0.10, 0.64]); However, when the time pressure perception was high, the positive effect of product presentation on consumer’s purchase intention was significant (Effect = 0.97, SE = 0.20, 95% CI: [0.57, 1.38]). In addition, the mediation effect of “product presentation→product value perception→purchase intention” was significantly positive (Effect = 1.11, SE = 0.18, 95% CI: [0.78, 1.46]). Therefore, H3 was supported.

Conclusion and implications

This article focused on the formats of product presentation in the context of live streaming. It investigated the relationship between product presentation and consumer purchase intention and the specific psychological mechanisms. Based on three studies, this article found that product presentation in live streaming had a positive effect on consumers’ purchase intention. Also, it tested the mediating effect of consumer perceived product value, both utilitarian and hedonic values, and the moderated mediation effect of time pressure. The results indicated that product presentation, especially the high level of vivid, rich, and interactive information displayed in the live room, increased consumers’ perception of product value, thereby improving consumers’ purchase decisions. However, the boundary of the above effect is the time pressure perception. When consumers considered that the time pressure is high, they had less time to access, process, and analyze related product information, and the positive effect of product presentation on purchase intention was enhanced.

Theoretical contributions

Theoretically speaking, this article extended the literature on product presentation, by providing a new research context of live streaming. Previous research mainly focused on product display in e-commerce on the webpage, involving text, pictures, videos, and other dynamic display methods ( Overmars and Poels, 2015 ; Wu et al., 2020 ; Cowan et al., 2021 ; Jai et al., 2021 ). To some extent, this is a kind of two-dimensional (2D) and sometimes three-dimensional (3D) product presentation, which is a one-way information input from the webpage to consumers. However, the product presentation in the live-streaming scene is a real-time, two-way, and 3D combination display ( Sjöblom and Hamari, 2017 ). Products are presented by oral introductions, tryouts in action, and answers to consumers’ personalized questions by the anchor. The Q&As between anchors and consumers realize two-way information transmission, which helps consumers learn more rich, interactive, and tangible product information. In addition to the differences in the specific forms of product displays, the particular mechanism of the product presentation on consumers’ decisions also needs to be re-examined. Prior studies have found that the product display on the webpage works through perceived risk ( Jiang and Benbasat, 2007b ), mental imagery ( Overmars and Poels, 2015 ), vividness ( Orús et al., 2017 ), interactivity ( Kim and Forsythe, 2008 ), local presence ( Algharabat et al., 2017 ), and so on. However, this article found that rich product presentation helps consumers understand the utilitarian and hedonic value of the product in an all-around way, thereby promoting their purchase intention.

In addition, this article extended the literature on live streaming and consumer behaviors, by providing a new research perspective on product presentation. Live streaming is a rapidly emerging Internet-age phenomenon. Scholars currently studied the characteristics of the anchor and the consumers, the characteristics of the anchor (anchor type; Huang et al., 2021 ), the fit between the anchor and products ( Park and Lin, 2020 ), typology of seller’s sales approach ( Wongkitrungrueng et al., 2020 ), consumer’s social motivation to watch live streaming ( Hilvert-Bruce et al., 2018 ), personal characteristics for live-streaming addiction (state boredom; Zhang and Li, 2022 ), and so on. However, less research cares about product presentation currently. It seems that the particularity of the live streaming is the anchor. But in fact, this real-time video greatly enriches the form and content of product display. Therefore, this article studied the effect of product presentation on consumers’ purchase decisions. At the same time, this article also considered time pressure, a new factor in the living room, as a moderator. Limiting time is often used in the live room, but whether the substantial effect is good or bad is not conclusive. Therefore, simultaneous consideration of product presentation and time pressure makes a theoretical contribution to the study of live marketing.

Managerial implications

From the marketing practices, the results of this article would support brands, anchors, and consumers. On the one hand, the formats of product presentation in the living room should be well designed. This article concluded that a high level of product presentation has a positive effect on consumer purchase intention. Therefore, brands and anchors could get enlightenment on how to fully use different presentation methods to maximize consumers’ perceived value and purchase intention. Within the live-streaming shopping, anchors are supposed to focus on introducing the characteristics of products, optimizing the performance of trials and Q&As, and using product value and stories as supplements. By reasonably assigning the significance of a high level of presentation information, consumers could perceive utilitarian and hedonic product value faster and better. This display enhances consumers’ shopping pleasure ( Jiang and Benbasat, 2007a ) and provides a similar experience to shopping in physical stores ( Kumar and Tan, 2015 ). Hence, consumers could be delighted, would like to purchase products, and stay in the live room for a long time ( Jovic et al., 2012 ).

On the other hand, anchors should enhance the role of time pressure in a timely manner to achieve the effect of stimulating consumer purchase. In practice, the time constraints for each product in the live room are very strict. It seems that the less time left to the consumer, the more likely the consumer is to buy impulsively. However, how to control the purchase time embodies the art of management. Excessive time constraints can degrade the shopping experience for consumers. Therefore, if brands or anchors hope to stimulate consumers’ impulse buying by limiting the purchase time, they should highlight the product valve (e.g., benefits and scarcity of the product) as much as possible and improve the transaction utility of the products ( Zhu and Zhang, 2021 ).

Limitations and future research

There are two deficiencies in this article, and future research can make up for two aspects. First is the division of product presentations. In this article, product presentation is considered as a whole, and the differential effects of its high and low levels on consumer decisions were studied. In the future, researchers could divide product presentation as intrinsic cues (e.g., flavor and aroma cues for beer) and extrinsic cues (e.g., price, store image; Olson and Jacoby, 1972 ). Second is the abundance of stimuli materials. In this article, the stimuli chosen from the live streaming are food and appeal, which are the top two popular categories sold for live streaming. In the future, more kinds of products (such as terroir products or tourism products) could be studied in order to see whether the results are still robust.

Data availability statement

The raw data supporting the conclusions of this article will be made available by the author, without undue reservation.

Ethics statement

The studies involving human participants were reviewed and approved by the School of Economics and Management, Beijing Jiaotong University. The patients/participants provided their written informed consent online to participate in this study.

Author contributions

NZ: conceptualization, methodology, writing and editing, funding acquisition, and approved the submitted version.

The author acknowledge the financial supported from the “National Natural Science Foundation of China” (Grant Nos. 72102012 and 71832015).

Conflict of interest

The author declares that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Publisher’s note

All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article, or claim that may be made by its manufacturer, is not guaranteed or endorsed by the publisher.

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Keywords : product presentation, live streaming, perceived product value, time pressure, purchase intention

Citation: Zhang N (2023) Product presentation in the live-streaming context: The effect of consumer perceived product value and time pressure on consumer’s purchase intention. Front. Psychol. 14:1124675. doi: 10.3389/fpsyg.2023.1124675

Received: 15 December 2022; Accepted: 16 January 2023; Published: 08 February 2023.

Reviewed by:

Copyright © 2023 Zhang. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) . The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.

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Journal of Research in Interactive Marketing

ISSN : 2040-7122

Article publication date: 23 March 2012

The purpose of this paper is to examine the effects of product coordination and a model's face on consumer responses in terms of affective states, perceived amount of information and purchase intention.

Design/methodology/approach

The design of the study was a 2 (product presentation: coordinated vs uncoordinated) × 2 (model's face: present vs absent) between‐subjects design. A convenience sample of 243 college students participated in a web experiment.

The results suggest that complementary apparel items should be coordinated together (e.g. pairing t‐shirt and pants together on a model) on the web sites to produce favorable consumers' shopping outcomes. However, contrary to prior research findings, consumers perceived more information when no model's face was present with the product than when an attractive model's face and body were shown together.

Research limitations/implications

This study used a convenience sample of college women. Thus, future research needs to include a more diverse group of e‐shoppers to enhance generalizability of the findings.

Practical implications

The findings of the study provide useful insights that apparel e‐retailers can utilize to develop more effective e‐retailing web sites. Based on the findings, product coordination without a model's face is recommended for e‐retailers.

Originality/value

Overall the paper's findings provide empirical support for the Stimulus‐Organism‐Response (S‐O‐R) model and the ensemble effect.

• Consumer behaviour
• Advertising
• Product presentation
• Online shopping

Yoo, J. and Kim, M. (2012), "Online product presentation: the effect of product coordination and a model's face", Journal of Research in Interactive Marketing , Vol. 6 No. 1, pp. 59-72. https://doi.org/10.1108/17505931211241378

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Copyright © 2012, Emerald Group Publishing Limited

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Home Blog Business Product Presentation Guide: Archetype, How to Adapt it to your Product & Audience

Product Presentation Guide: Archetype, How to Adapt it to your Product & Audience

Excellent product presentations have a lasting effect on people. Not only does the audience go ahead and buy the product they saw, they feel a sense of accomplishment at owning or investing in such a great product.

The thing is, though, product presentations don’t come easy for everyone. So, how to present a product?That’s why we want to share the adaptable product presentation archetype with you. It’s a building model you can start with and adapt for your product and audience.

With this adaptable archetype, your product presentations will be easier to create, and you’ll have more time and brain space to practice your speech and sell more products!

Let’s get started.

Table of Contents

• What is a Product Presentation?

Product Presentation FAQ

Defining the target audience for a product presentation, adaptable product presentation archetype, essential characteristics of a winning product presentation, what is a product presentation.

Product presentations are essential for business communication between product owners/creators and stakeholders. A perfect product presentation is a seamless combination of a set of slides and the speech to go with it. 

Typically, a product presentation showcases a product’s key features, benefits, and advantages using persuasive and engaging communication techniques to generate interest and drive sales. Depending on the business setting, a presentation can be formal or informal, and some include visual aids, live product demonstrations, and other relevant multimedia resources.

We like categorizing business presentations into three categories; informative, persuasive, and supporting. The product presentation fits the persuasive category with a pinch of the informative. 

Let’s quickly cover some of your most pressing product presentation questions. 

What are product presentations good for?

A product presentation’s job is to inform, convince and convert. The product presentation archetype supports these three pillars regardless of the product or audience. In short, they’re good for getting the word out and bringing in new clients.

Why do product presentations matter?

Communicating with stakeholders about new products and features is key to higher buy-in from the client base and richer brand equity. Stakeholders appreciate being kept in the loop about new products or features that interest them. The stronger your product presentations are, the more buy-in and loyalty your brand will achieve.

When do businesses use product presentations?

There are several occasions when you need a product presentation:

• When you launch a new product.
• When you want to share about a new feature or improvement.
• When you need approval or funding from shareholders for a new product or feature.
• When you want to sell an existing product to a potential or returning customer.

This article shows you how to create product presentations using an archetype adaptable for your product and audience. So it’s important to define what possible audiences a product presentation has.

There are three major audience types. Let’s look at each stakeholder group and their differences in your product presentation.

• Shareholders, investors, and board of directors : A product presentation to this audience is likely a pitch. It’s a product presentation that asks for approval and/or funding before work begins. 
• Colleagues and coworkers: Hosting a product presentation for coworkers can be for beta testing a new product or sharing pre-launch priority access. These product presentations’ objective is generally to collect initial feedback. You can include a survey as supporting material when hosting the presentation.
• The public, current, and potential customers: The public is your product presentation’s largest potential audience. Product presentations for this audience need an extra dose of relatability, storytelling, and personalized benefits. Pinpoint two customer personas and build the product presentation for them.

The dynamics of a product presentation can take many forms, but all of them will need a structure to build up from. That’s where the product presentation archetype comes in. As long as you follow this structure, you can create product presentations for any product and audience.

1. Introduction

Create a strong opening slide with an attention-grabbing hook. Set the scene for the rest of the presentation. Some tried and tested opening techniques to consider are:

• When starting your product presentation speech, introduce yourself with a link-back formula or stereotype analogy . Both need a good dose of storytelling to get right.
• Start your slide deck with a captivating visual. Visual metaphors are ideal for this technique. For a physical product, create a visual showing the product in an unexpected scenario.
• Start with a hook that piques their attention . For example, a relevant joke, a surprising statistic, a thought-provoking rhetorical question, or even with silence.

2. Pain Point: Problem or Need 

Identify the pain point relevant to your audience. Is it a problem or a need? Explain the issue by sharing data, facts, statistics, anecdotes, or stories to illustrate the pain point. 

• In a product presentation slide deck , use an infographic slide to list the pain points visually using icons or visual metaphors.
• Create a story using customer personas and possible problems your product can solve. Use the story to create an animation or live-action footage to which the viewer can relate.
• If the problem or need your product solves isn’t obvious, use the iceberg model to place the problem or need under the water’s surface. Explain how that unseen problem or need affects the obvious—what’s above water level. 

3. Product = Solution

Frame your product as the solution to the pain point. Explain how it fulfills the need you presented in the previous section. Provide relevant evidence like case studies and user testing. Describe the product features tying them into the problem they solve.

• When your product is new, you won’t have testimonials or case studies from real customers, but you can add in-company user and beta testing. 
• For products that compete with others in the same industry, use comparison slides or charts to show how your product differs and stands out. 

• When using animation or live-action video , continue from the previous slide and introduce the product into the scenario. Show how the product solves the problem. 
• Hint at how not using your product to solve the problem can ultimately cost the customer more money trying to solve the problem differently. Show them the cost of “not buying” with real examples.

4. Personalized Benefits

Specify the benefits your product has for your audience. Tailor the explanations and stories for your target stakeholder audience. Use sales presentation techniques to emphasize further how your product’s benefits are directly related to the audience.

• For potential customers , use visuals and data to emphasize how your product will solve their problems and improve their lives.
• For returning customers , tap into how the product will make them feel. Since it solves a need, it frees up their time to enjoy or improve life. All while having your product in their trusty product stack.
• Also, for returning customers, use the opportunity to increase brand loyalty. For example, show how a new physical product complements a product they already have from the same brand or how a new digital product will improve their existing version with updates and improved plugins to optimize the software.
• If presenting to investors , highlight revenue projections, market potential, and competitive advantages. Use data visualizations that emphasize the big numbers, show trends discovered in market research, and ideal positioning.
• When presenting to partners, show how continued collaboration can lead to the product’s success. Offer ideas for ambassadors, influencers, and beta testers to share and expand the product’s reach.
• Use the selling technique called “the cost of doing nothing” and show the potential customer how they will end up spending more money or wasting more time by not buying your product.

5. Product Demonstration

If feasible, include a product demonstration in the presentation. 

Make its importance in the presentation short and to the point. Use the Pain Point / Solution angle for the demo, showing exactly how the product fills a need. Highlight key features, effectiveness, and usability, for example, when you create a video or record a screencast. Here are some examples:

• Create a video for a physical product . 
• Record a screencast for a digital product. 
• In a hybrid or in-person presentation, conduct a product demo with the actual physical product and record and project closeups on the presentation screen.
• For products like machinery parts or large-scale products that can’t be brought on stage, add photos or a 3D rendition of the product to a slide.

Imagine, for example, a product presentation demo video for an electric kettle. At first, we thought it sounded boring. Still, with some imagination, a simple product can be demonstrated uniquely using exciting camera angles and animation, highlighting the features and their comparable efficiencies. 

How about a product demo for a digital product? A demonstration can be recorded and added to a presentation deck. But a much more efficient method is to do the demo on the spot, tailored to the audience and their questions. In a video call, simply share your screen and show the audience how to use the product, open the floor for questions, and demonstrate the answers.

6. Product Roadmap

Use a roadmap template to position the product in its current state. Overall, a product roadmap gives a bird’s eye view of the product’s lifecycle from ideation to launch. A product roadmap will differ in product presentations for investors and product presentations to the public consumer. Investors expect a product roadmap , whereas the regular consumer will not. That said, clients love seeing big brands creatively tell their origin story.

• Use a visual layout to show the steps along the road your product must pass through to become a reality.
• In a pitch product presentation , place the project at the start of the roadmap after ideation and prototypes or beta versions. On the other side of the product’s position, show what’s coming up in the future; launch, production of a new version.
• As a product launch presentation , the location on the roadmap is at the finish line. Highlight how far your team has come to get to this point. Be proud and share that with the audience. 

Closing a presentation is as vital as opening one, if not more. The closing is the last thing the audience sees or hears about your product; it must be memorable and have a lasting impact. Summarizing the key points of your presentation, as is generally suggested, isn’t a make-or-break situation. This technique works fine for informative presentations but not for persuasive ones. Nothing worse than an excellent presentation ending with a summary and a low close.

Instead, you can close the presentation with a memorable quote or question. Use your product presentation’s closing to leave the ball in the audience’s court. Inspire them to act and go ahead and buy the product you’re presenting. Finally, thank the audience for their time and attention and maybe open the stage to questions.

A presentation’s success depends on a solid foundation. The section isn’t about the slides but what lies behind and beyond them. These characteristics are what make your product presentation effective and memorable.

Define a Clear Purpose, Objective, and Goal

A product presentation aims to share information about a product with an audience. Furthermore, each presentation has its own goal, objective, and purpose according to the nature of the product and the audience.

For example, a manufacturing company specializing in machine parts for medium-sized food manufacturers is releasing a modular conveyor belt system. 

Their product presentation, to be hosted as a hybrid event for a group of new and existing customers, has these characteristics:

• Purpose: To create desire and interest in modular conveyor belts among potential customers and position the company as a leader in providing innovative and high-quality solutions for food manufacturing.
• Objective:   To introduce the modular conveyor belts to potential customers and showcase the benefits of food manufacturing processes, all while building brand awareness with mid-size food businesses.
• Goal: To drive sales by convincing potential customers that modular conveyor belts are worth purchasing.

One of the things you can do to improve on this aspect in your presentations is to follow a SMART goals process before starting the product presentation. 

Tell A Story

Storytelling can impart a relatable angle. For example, is there an origin story for this product? How did the idea arise? Use the product’s real story to tap into the audience’s real issues. 

Support the explanation for the problem/solution with a story about a person—or company—trying to solve a problem. Tie your product into the story as a solution. Use actual case studies as inspiration.

The creator of Raspberry Pi, the smallest working computer, created a video to sell their most inexpensive version, the $5 Raspberry Pi. He shot a video telling how it was tough to afford a computer and its parts when he was a young aspiring developer. He then ties that into how the viewer/customer probably has the same issue. 

Finally, he introduces the $5 Raspberry Pi by holding it up next to two vintage keyboards that are huge in comparison. He used his personal story to build trust and visual comparison to drive the idea home.

Consider a Value Proposition with Proof

Your product presentation must have a strong value proposition with proof. This knowledge will drive the product presentation archetype to its highest power. Create a file or folder for your product with a document where you clearly define the value proposition. Try answering these questions:

• How will the product change the user’s life?
• What makes the product special and desirable?
• Why does the product matter?

Collect testimonials, case studies, and social media mentions in the folder. Include other documentation like brand values and brand vision. This folder will be the data center to fall back on when creating the slides in your product presentation.

Consider a Strategic but Natural Body Language

When hosting a product presentation, be conscious of your body language. Use body language to support your presentation’s story and connect with the people watching. 

While presenting, always avoid these non-verbal mistakes:

• Hands in your pockets: Suggests a lack of transparency.
• Arms crossed close to body: Suggests fear and anxiety against the audience.
• Posture: Don’t slouch your back unless you have any proven physical limitation. Otherwise, it transmits a lack of interest and an unprofessional look.
• Watching the clock: While being mindful about the remaining time in a product presentation is okay, looking at the clock while talking makes people uncomfortable.

Pay attention to how the audience reacts to your speech and slides. Make eye contact with the audience but only a little to not make them uncomfortable. Notice subconscious cues like tapping or looking away so you can reel them back in with a hook in your speech. 

Make a Product Demo

You can have an OK product presentation without a product demonstration, but an excellent presentation will always have a demo. What demonstrations do that is so special, is show the audience exactly how the product will do what you say it can do. How to present a product with a Product Demo? Conducting a product demo removes any doubts the viewer might have after just listening to you about the product or seeing a few slides.

A product demo can also be mixed together with a case study. Let’s use the example of washing detergent that claims to take out all stains, even the toughest ones, out of white clothing and keep it white. Detergent brands create activations in places where there are lots of potential buyers, like in a mall. They set up a table where they invite regular people to try out the detergent by staining a crisp white shirt with difficult stains like chocolate, mud, or tomato sauce. They then wash the shirt with the detergent, showing how the stain comes out entirely. 

Reaching an expert level at creating product presentations takes practice, but you will only keep improving with the proper foundation. Follow the structure archetype, apply the best practices, and you’re on your way to the top.

Use SlideModel templates with PowerPoint to create visually rich product presentations that bring in new leads, retain existing customers, and build brand equity over time. Make your product presentations a priority, and you’ll see how sales improve.

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Facilitating imaginations through online product presentation videos: effects on imagery fluency, product attitude and purchase intention

• Published: 23 December 2016
• Volume 17 , pages 661–700, ( 2017 )

Cite this article

• Carlos Orús 1 ,
• Raquel Gurrea 1 &
• Carlos Flavián 1  

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The use of imagination is a dominant strategy for consumers to form evaluations in the e-commerce environments. Online Product Presentation Videos (OPPVs) are vivid information that can facilitate consumers this task. Following the imagery fluency approach, we analyze the impact of OPPVs on consumers’ quality of product-related thoughts, ease of imagining, and responses toward the product. A series of studies combining experimental- and survey-based procedures shows that the presence and type of OPPV improves consumers’ cognitive responses and facilitates imagination about the product, which becomes a strong determinant of attitude and purchase intention. We also control for the OPPV’s trustworthiness to isolate the effects of the content characteristics of video. Moreover, we consider the moderating role of the consumer’s motivation to process information. The results demonstrate that high and low motivated consumers use their imagination differently. In addition, when OPPVs are featured by the brand, ease of imagining does not relate to purchase intention.

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Appendix 1: socio-demographic data from empirical studies

See Table  9 .

Appendix 3: measurement instruments and scales validation

3.1 scales validation.

Firstly, an exploratory analysis of data was carried out in order to detect outliers and missing cases. Following the procedures proposed by Hair et al. [ 38 ], no outlier data were detected. In addition, given the few number of missing data, the imputation criterion was used to replace missing values for the average of the validated data.

Regarding the scales’ reliability and internal consistency, the Cronbach’s alphas were calculated [ 24 ], considering a cut-off minimum value of 0.7 [ 67 ], and of 0.3 for item-total correlations [ 68 ]. In addition, the scales’ dimensionality was evaluated by means of principal component analysis [ 38 ]. Separate factorial analyses, with principal components and Varimax rotation, were conducted. The KMO test and Barlett test of sphericity confirmed the adequacy of the principal components method to determine the unidimensionality of the scales. Moreover, the factorial loadings were required to be greater than 0.5, with a total explained variance higher than 0.6 [ 38 ]. Content validity was also confirmed because of the rigor employed to design the scales. A scale’s content is valid if it results from existing theories in relevant literature [ 8 , 10 , 66 , 69 , 100 , 103 ] (see Table  10 ).

See Tables  11 and 12 .

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Orús, C., Gurrea, R. & Flavián, C. Facilitating imaginations through online product presentation videos: effects on imagery fluency, product attitude and purchase intention. Electron Commer Res 17 , 661–700 (2017). https://doi.org/10.1007/s10660-016-9250-7

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Effect of Product Presentation Videos on Consumers' Purchase Intention: The Role of Perceived Diagnosticity, Mental Imagery, and Product Rating

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• 1 School of Economics and Business Administration, Chongqing University, Chongqing, China.
• 2 Chongqing Key Laboratory of Logistics, School of Economics and Business Administration, Chongqing University, Chongqing, China.
• PMID: 35250742
• PMCID: PMC8891234
• DOI: 10.3389/fpsyg.2022.812579

The product presentation videos on E-commerce platforms have a significant influence on consumers' purchase decisions, and enterprises have focused on choosing the type of product presentation videos. Based on the resource matching theory, mental imagery theory and cue utilization theory, this study investigated the influence of product presentation videos type (product appearance video vs. product usage video) on consumers' purchase intention and the moderating effect of product rating (low vs. high). Through three pre-experiments and two formal experiments, the results showed that the product usage video has a stronger effect on consumers' purchase intention more than the product appearance video, which is mediated by perceived diagnosticity and mental imagery. In addition, product rating moderated the influence of product presentation videos type on consumers' purchase intention. The product usage video would improve consumers' purchase intention more than the product appearance video when the product rating is high; however, there is no significant difference in the impact of two types of videos on consumers' purchase intention when the product rating is low. This study supplements the research on product presentation videos and provides a reference for online retailers to select effective product presentation videos.

Keywords: electronic commerce; mental imagery; perceived diagnosticity; product presentation videos; product rating; purchase intention.

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Looking Good: How Product Presentation Affects Customer Perception

Momentum is building for brick and mortar. While ecommerce markets remain strong, they’ve leveled off at just over 21% of all retail sales, according to recent data from Cushman & Wakefield .

Meanwhile, the National Retail Federation (NRF) notes that 2021 saw nearly double the number of brick-and-mortar openings as retail store closings, and 2022 is on track to be the first year of net-positive store openings since 2016.

While these numbers bode well for increased in-person shopping and steady-state online sales, they also come with the challenge of increased competition. With more stores selling more goods at similar price points, quality becomes the differentiator between consumer churn and customer conversion.

One of the biggest pieces of this puzzle is product presentation: The way products are displayed in-store or online. Get it right, and customers will stick around. Make mistakes, and sales start to slump.

Here’s a look at the impact of product presentation on customer perception and how retailers can avoid common pitfalls to see increased sales success.

Unpacking Customer Perception

Put simply, customer perception is what people think of your brand and product. The caveat? Much of this perception happens below the surface, meaning customers can unconsciously react to your brand, influencing their decision-making process — even if they’re unaware of it.

Consider an example from the Digital Shelf Institute (DSI), which explores one high-end apparel company’s efforts to increase sales and reduce churn. While the products themselves were well-made and worth the price being paid, problems in brick-and-mortar stores — such as messy clothing bins and clothing hung haphazardly on racks — negatively impacted customer perception of the product value.

According to ServiceChannel’s “ State of Brick and Mortar Retail Report ,” from 2020, 70% of those surveyed admitted to a negative experience in a store, with more than two-thirds of consumers saying they walked out of a messy or disorganized store.

Potential Impacts of Poor Product Presentation

Depending on what you’re selling — and where you’re selling it — poor presentation can have differing impacts.

Consider product sales in Germany. As noted by Ecommerce Germany , shoppers focus on product quality and price: Items should be well-made, fit for purpose, and long-lasting.

As a result, in-store or online displays should reflect this quality. Retail locations should make it easy for customers to evaluate the functionality of items, while online stores should highlight the materials used in construction and how they contribute to long-term reliability. By contrast, leaning into impractical or flashy displays can drive consumers away.

However, in the U.K., there’s more overlap between online and in-store purchasing. While consumers want the ability to visit stores in-person to examine items such as clothing and jewelry up-close, about 36% of those surveyed by Publicis Sapient said they also want mobile checkout options so they don’t have to wait in line. Force customers to wait too long for service, and the perceived value of items drops, in turn, making it more likely for consumers to choose other brands.

It’s also worth noting that 74% of U.K. shoppers now say that private-label (store) products are of equally high quality to brand products, according to Salsify’s “2022 Consumer Research” report. This means that trading on name alone won’t naturally boost customer perception.

And, research from the University of Manchester found that when it came to online ordering, consumers felt more confident making purchases if product pages included a wide selection of images. For example, photos of clothing on a real-life model or mannequin showing multiple angles and with a zoom-in feature correlate positively with customer confidence.

Getting Noticed for the Right Reasons

So how do brick-and-mortar and online brands ensure product presentation correlates positively with consumer perception?

This starts with the understanding that customers want to know as much as possible about what they’re buying — before they buy it. This includes what products are made of, how they’re manufactured, and how the manufacture of goods impacts the environment.

By providing this information up-front on retail product displays or online product pages, companies can improve initial impacts.

It’s also critical to build a community around your store or brand. Think about the early days of retailers like Lululemon, which leaned into both quality garment-making and cultivating an entire community around the concept of athleisure wear. Here, everything from social media campaigns to loyalty programs can help customers feel more connected to brands.

Finally, brands can benefit by leaning into omnichannel experiences that blur the line between physical and digital product purchasing. For example, the use of in-store virtual reality (VR) and augmented reality (AR), or the ability for customers to upload digital images online can help other potential customers see what products will look like before they buy — without the need to wait for fitting rooms or sort through clothing racks.

Capturing Positive Customer Attention With Product Presentation

Not all attention is good attention. By ensuring products deliver a positive customer experience, however, physical and digital stores can improve customer perception and boost sales and conversions.

For the tools you need to tweak your product presentation and improve customer perception, check out Salsify’s “Complete Guide to Building Winning Shopping Experiences.”

Written by: Doug Bonderud

Doug Bonderud (he/him) is an award-winning writer with expertise in ecommerce, customer experience, and the human condition. His ability to create readable, relatable articles is second to none.

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Effect of Product Presentation Videos on Consumers' Purchase Intention: The Role of Perceived Diagnosticity, Mental Imagery, and Product Rating

Zhendong cheng.

1 School of Economics and Business Administration, Chongqing University, Chongqing, China

Bingjia Shao

2 Chongqing Key Laboratory of Logistics, School of Economics and Business Administration, Chongqing University, Chongqing, China

Associated Data

The raw data supporting the conclusions of this article will be made available by the authors, without undue reservation.

The product presentation videos on E-commerce platforms have a significant influence on consumers' purchase decisions, and enterprises have focused on choosing the type of product presentation videos. Based on the resource matching theory, mental imagery theory and cue utilization theory, this study investigated the influence of product presentation videos type (product appearance video vs. product usage video) on consumers' purchase intention and the moderating effect of product rating (low vs. high). Through three pre-experiments and two formal experiments, the results showed that the product usage video has a stronger effect on consumers' purchase intention more than the product appearance video, which is mediated by perceived diagnosticity and mental imagery. In addition, product rating moderated the influence of product presentation videos type on consumers' purchase intention. The product usage video would improve consumers' purchase intention more than the product appearance video when the product rating is high; however, there is no significant difference in the impact of two types of videos on consumers' purchase intention when the product rating is low. This study supplements the research on product presentation videos and provides a reference for online retailers to select effective product presentation videos.

Introduction

With the rapid development of E-commerce, people are increasingly choosing to shop online. According to the report released by E-marketer ( 2021 ), it is estimated that the global E-commerce sales will reach $4.92 trillion in 2021, and its proportion in the total retail sales will rise to 19.6%. However, unlike buying products in physical stores, consumers cannot directly view the products, nor can they touch, taste, or try the products when shopping online. So, they rely, to a large extent, on the product presentation information provided by online retailers to judge the product quality and product fit (Jiang and Benbasat, 2004 ). If consumers cannot obtain enough and needed product information, they will refuse to buy the product (De et al., 2013 ). Therefore, the major E-commerce platforms and online retailers have focused on optimizing product presentation to convey the product information to consumers more effectively. Now, online merchants are increasingly using videos in addition to traditional image text to present products on the home pages of E-commerce platforms. Videos cannot only provide dynamic visual information and auditory information (Jiang and Benbasat, 2007 ; Vonkeman et al., 2017 ) but also, are more vivid than pictures and texts. Furthermore, videos are more suitable for fragmented time to browse. The product experience that videos bring to consumers is closer to the direct product experience in physical stores (Kumar and Tan, 2015 ). According to a report released by the JD Research Institute ( 2021 ) in China, more and more consumers are accustomed to understanding, recognizing, using, and giving feedback on products through product presentation videos. What is more, videos play an important role in consumers' purchase decisions, and high-quality product videos significantly improve the product conversion rates. Although online retailers have devoted an amount of time and money to understanding and creating effective product presentation videos, less is known about which presentation tactics are optimal. Taking canvas shoes as an example, some retailers use videos to mainly present the appearance information of canvas shoes, such as the size, color, and style of canvas shoes, while other retailers use videos to mainly present the user experience information of canvas shoes, such as the overall result of wearing canvas shoes. Which type of product presentation videos improves consumers' purchase intention more effectively? This is an important issue that online retailers face.

However, existing research on product presentation videos is not enough. Prior studies mainly investigated the influence of product presentation videos on product sales (Kumar and Tan, 2015 ), product attitude (Flavián et al., 2017 ; Orús et al., 2017 ), purchase channel selection (Flavián et al., 2017 ), and purchase intention (Flavián et al., 2017 ; Orús et al., 2017 ). In general, previous studies did not classify product presentation videos based on information content. The primary function of product presentation videos is to convey product information to consumers and whether the product information in videos meets consumers' needs will determine the effect of videos (Flavián et al., 2017 ). Therefore, it is more valuable and necessary to classify videos based on the product information in videos, and then, explore the influence of product presentation videos type on consumers' purchase intention. In addition, prior studies that mainly focused on product factors and consumer factors, proved that product type (Li and Meshkova, 2013 ; Huang et al., 2017 ), need for touch (Flavián et al., 2017 ), information processing motivation (Orús et al., 2017 ), and impulse buying tendency (Adelaar et al., 2003 ) are important moderating factors. No scholar has ever investigated the moderating effect of product rating. However, when consumers buy products online, they not only watch the product presentation videos provided by sellers but also view the product rating generated by post-purchase consumers (Utz et al., 2012 ). The product rating significantly affects the consumers' perception of the truthfulness of product presentation videos. Therefore, investigating the moderating effect of product rating is not only lost to the online shopping situation but also is very valuable in theory.

Based on the above, this study focuses on the following research questions: First, will different types of product presentation videos have different effects on consumers' purchase intention? Second, do perceived diagnosticity and mental imagery mediate the effects? Third, did product rating moderate the effects? To answer the above questions, this study develops a research model to investigate the impact of product presentation videos type on consumers' purchase intention and explore the moderating effect of product rating based on the resource matching theory, mental imagery theory, and cue utilization theory.

Literature Review and Research Hypotheses

Online product presentation videos.

Scholars defined the online product presentation videos mainly based on their function. For example, Flavián et al. ( 2017 ) defined online product presentation videos as audiovisual resources that help online consumers to know the product. Similarly, Orús et al. ( 2017 ) proposed that online product presentation videos are audiovisual content showing product characteristics and are used to introduce products to consumers.

Existing research on online product presentation videos can be divided into three categories. Studies in the first category mainly compared product presentation videos with text descriptions (Aljukhadar and Senecal, 2017 ), pictures (Park et al., 2008 ; Roggeveen et al., 2015 ; Huang et al., 2017 ; Wu et al., 2020 ; Jai et al., 2021 ), interactive images (Overmars and Poels, 2015 ), and virtual experience (Jiang and Benbasat, 2007 ; Kang et al., 2020 ; Cowan et al., 2021 ). These studies investigated the difference between the influence of product presentation videos and other presentation formats on the consumers' cognition, emotion, and behavior intention. Among them, most studies compared product presentation videos with product pictures. The majority of scholars have proposed and proved that product presentation videos are more effective than product pictures. For example, Park et al. ( 2008 ) found that product presentation videos (compared with product pictures) increase consumers' perceived information amount, which in turn, would have a significantly positive influence on consumers' emotions. Roggeveen et al. ( 2015 ) argued that product presentation videos increase involvement with the product experience in a manner presumably similar to that of the actual product experience and improve consumers' mental imagery. However, some scholars pointed out that product videos are not necessarily better than product pictures; using product pictures (rather than product videos) to present search products will improve product evaluation (Huang et al., 2017 ).

Studies in the second category focused on product presentation videos and have examined the effect of product presentation videos on product sales (Kumar and Tan, 2015 ), product attitude (Flavián et al., 2017 ), purchase intention (Orús et al., 2017 ), and purchase channel selection (Flavián et al., 2017 ). For example, Orús et al. ( 2017 ) divided product presentation videos into factual videos and animated videos based on the expressing form of videos. They proved that factual videos have a stronger influence on product attitude and purchase intention. In addition, Kumar and Tan ( 2015 ) explored the effect of joint product videos on product sales and found that the sales of clothing and accessories significantly increase after online retailers provide product presentation videos.

Studies in the third category combined product presentation videos with other presentation formats, then investigated the influence of different combinations on product preference (Jovic et al., 2012 ) and consumer trust (Yue et al., 2017 ). For example, Jovic et al. ( 2012 ) combined seven product presentation elements (i.e., text, picture, video, animation, voice, background music, and special effects sound) into nine product presentation formats. The results showed that using both video and image-text presentations have a stronger influence on consumer preference, and the best combination format is text + picture + video + voice + background music. In addition, Yue et al. ( 2017 ) named the combination of static pictures + video + 3D image as high media richness presentation. They found that high media richness presentation (vs. picture presentation) significantly reduces perceived risk, which in turn, improved consumer trust.

In general, most of the previous studies have focused on comparing or combining product presentation videos with other presentation formats. There is no research to classify product presentation videos based on information content, and then explore the influence of product presentation videos type on consumers' purchase intention. Furthermore, prior studies mainly focused on product factors and consumer factors proved that product type (Li and Meshkova, 2013 ; Huang et al., 2017 ), need for touch (Flavián et al., 2017 ), information processing motivation (Orús et al., 2017 ), and impulse buying tendency (Adelaar et al., 2003 ) are important moderating factors. No scholars have ever investigated the moderating effect of product rating.

Effect of Product Presentation Videos Type on Consumers' Purchase Intention

According to the definition, the primary function of product presentation videos is to convey product information to consumers, and the information in videos determines the effects of videos largely (Flavián et al., 2017 ). Therefore, this research focuses on the product information in videos. Based on the main product information provided by videos in current marketing practice and referring to the classification of product review information (Huang et al., 2014 ; Li et al., 2017 ), this study divides the product presentation videos into product appearance video and product usage video. The product appearance video mainly contains the product appearance attribute information, such as color, shape, size, and style, while the product usage videos mainly contain the product use experience information, such as the demonstration of product function and the results of product use.

To reveal the influence of product presentation videos on consumers' purchase intention more deeply, this study considers the videos for both search products and experience products. Whether consumers buy search products or experience products online, they tend to make decisions through a two-stage process because they cannot view all the products. In the first stage, that is, the early stage of decision-making process, consumers need to select products that will be further viewed from a large number of products on the list page. In the second stage, that is, the later stage of decision-making process, consumers will deeply evaluate the products that they chose before (Haübl and Trifts, 2000 ). At the later stage of decision-making process (evaluation stage), consumers tend to use complex and more cognitively effortful decision rules (Weathers et al., 2015 ). In this stage, consumers want to obtain information about product use experience (Weathers et al., 2015 ; Li et al., 2017 ), such as product use method/step, product use process, and product use result. In addition, according to resource matching theory, the balance and match between cognitive resource used to process information and cognitive resource required to process information significantly improve individual judgment and evaluation (Anand and Sternthal, 1989 ). Information processing is the most efficient and effective when the amount of cognitive resource available matches the amount of cognitive resource required (Mantel and Kellaris, 2003 ). On the contrary, if the amount of cognitive resource required is more or less than the amount of cognitive resource available, the decision performance of individuals will be poor (Anand and Sternthal, 1989 ). When the information supplied matches the information demanded, the task performance of individuals will be significantly improved (Anand and Sternthal, 1989 ). Smith et al. ( 2011 ) also proposed that the effectiveness of product presentation is determined by the fit between the information provided and the information sought by consumers. If the information provided by online merchants meets the consumers' need, the consumers' perception of the usefulness of product presentation will be improved, which will help consumers evaluate the product.

In the context of this research, whether consumers purchase search products or experience products on the E-commerce platforms, they will evaluate the product deeply when they enter the product home page through “click a product” on the list. At this time, consumers are in the later stage of the decision-making process and tend to use complex and more cognitively effortful decision rules. They want to obtain product use experience information to make evaluations and purchase decisions (Weathers et al., 2015 ; Li et al., 2017 ). Product usage video (vs. product appearance video) provides consumers with more complex product experience information, which requires consumers to make more cognitive efforts. The cognitive resource required to process video information matches the cognitive resource that consumers provide, thus enhancing the persuasiveness of video (Anand and Sternthal, 1989 ; Meyerslevy and Peracchio, 1995 ; Peracchio and Meyerslevy, 1997 ; Hahn and Hwang, 1999 ). In addition, the product usage video conveys product experience information to consumers, which will satisfy the consumers' information need and stimulate consumers to imagine the use experience (e.g., use process and use effect, etc.), so the consumers' purchase intention will be improved. Therefore, the following hypothesis is proposed:

• Hypothesis 1: Different types of product presentation videos will have different influences on consumers' purchase intention. The product usage video improves consumers' purchase intention more than the product appearance video.

Mediating Effect of Perceived Diagnosticity

Perceived diagnosticity refers to the degree to which consumers think that the shopping experience is helpful to evaluate products and make reasonable decisions (Kempf and Smith, 1998 ). Kempf and Smith ( 1998 ) proved that perceived diagnosticity is helpful for consumers to cognitively evaluate product attributes. Jiang and Benbasat ( 2007 ) defined perceived diagnosticity as the degree to which consumers think that a website helps them understand products. They found that product presentation videos and virtual product experience improve consumers' perceived diagnosticity, which in turn, has a significantly positive influence on the perceived website usefulness, resulting in a higher intention to return. If consumers feel that they know better about a product, they are more likely to buy it (Berger et al., 1994 ; Kempf, 1999 ). In addition, Verhagen et al. ( 2016 ) found the positive influence of perceived diagnosticity on consumers' purchase intention in the context of online product presentation.

According to Weathers et al. ( 2015 ) and Li et al. ( 2017 ), when consumers are in the later stage of decision-making process, they want to get information about product experience, such as product use process, product use method, and product use result. In the context of this research, when consumers enter the product home page through “click a product” on the list, they are in the later stage of decision-making process. Product experience information is exactly what they need, which can help them better understand and be familiar with products. Therefore, the information in product usage video (vs. product appearance video) meets the consumers' need, which can help them understand products, thus improving consumers' perceived diagnosticity. With the perceived diagnosticity increasing, consumers are more likely to buy the products (Verhagen et al., 2016 ). Thus, the following hypothesis is made:

• Hypothesis 2: Perceived diagnosticity mediates the effect of product presentation videos type on consumers' purchase intention.

Mediating Effect of Mental Imagery

As a kind of mental activity that visualizes a concept or relationship (Lutz and Lutz, 1978 ), mental imagery reflects the process by which individuals represent sensory or perceptual experience, such as thoughts, emotions, and memories in individuals' memory processing (MacInnis and Price, 1987 ). Mental imagery, as an important theory in consumer psychology, has received extensive attention in consumer behavior studies. In the field of marketing and consumer behavior, the research-related mental imagery theory includes mental imagery and information processing (Edell and Staelin, 1983 ; MacInnis and Price, 1987 ), mental imagery and advertising effectiveness (Babin and Burns, 1997 ; Fennis et al., 2012 ), mental imagery, and online product presentation (Kim and Lennon, 2008 ; Yoo and Kim, 2014 ). According to mental imagery theory, individuals mentally represent stimuli and actions based on what they have experienced in the past, combined with perceptual information available at that moment (Lee and Gretzel, 2012 ). Consumers can bring the sensory information in memory to their minds through mental imagery awakened by external stimuli, which are being considered as a quasi-sensory experience (Rodríguez-Ardura and Martínez-López, 2014 ). In addition, consumers can imagine the situations that they have not experienced before and will happen in the future through mental imagery (Schacter et al., 2008 ), that is, simulating the user experience psychologically. For example, consumers can simulate the situations in resorts (Walters et al., 2007 ), or imagine the comfort of wearing new sneakers through mental imagery (White et al., 1977 ). Existing empirical studies have proved that text and visual information in broadcast advertisements, print advertisements, travel advertisements, and online product pictures evoke consumers' mental imagery, which has an impact on consumers' evaluation (such as liking) and consumers' behavior (such as purchase intention) (Bone and Allen, 1992 ; Babin and Burns, 1997 ; Walters et al., 2007 ; Yoo and Kim, 2014 ; Maier and Dost, 2018 ). For instance, Burns et al. ( 1993 ) argued that the specific words in advertisements will evoke consumers' mental imagery, and then improving consumers' purchase intention. Moreover, Yoo and Kim ( 2014 ) found that product pictures with a relevant consumption background are more effective in evoking mental imagery, which in turn, will increase consumers' purchase intention by eliciting a positive emotion.

In the context of this research, the content of product usage video is mainly the demonstration of product function and the results of product use. Compared with product appearance video, the product usage video enables consumers to mentally imagine and simulate the product experience, thus evoking consumers' mental imagery so that they will have a mental simulation experience similar to the actual product experience through mental imagery, resulting in higher purchase intention (Yoo and Kim, 2014 ; Maier and Dost, 2018 ). Therefore, the following hypothesis is proposed:

• Hypothesis 3: Mental imagery mediates the effect of product presentation videos' type on consumers' purchase intention.

Moderating Effect of Product Rating

Product rating, also called review rating or star rating, is an important form of electronic word of mouth. It is an overall evaluation of products or services in the form of star rating scored by post-purchase consumers (Guo and Zhou, 2016 ). Most online consumers will search information before making purchase decisions. They not only search for product information provided by sellers but also search for review information generated by post-purchase consumers (Utz et al., 2012 ). Judging the credibility of sellers' information through electronic word of mouth (such as product star rating) has become the dominant strategy for most consumers (Metzger et al., 2010 ). Studies have shown that positive electronic word of mouth increases product sales, and negative electronic word of mouth decreases product sales (Chevalier and Mayzlin, 2006 ; Dellarocas et al., 2007 ). In addition, electronic word of mouth has a significant impact on consumers' perceived trust in sellers. The more electronic word of mouth is positive, the higher consumers' perceived trust in sellers (Utz et al., 2012 ).

According to the clue utilization theory, the stability and credibility of product star rating make it more diagnostic. Sellers need to invest a lot of resource to manipulate it, so it belongs to high-scope clues (Purohit and Srivastava, 2001 ). But the product presentation video is provided by sellers, which is easier to be manipulated than product star rating. In addition, sellers do not need to invest a lot of resource to manipulate product presentation video, so it belongs to low-scope clues. The influence of low-scope clues will be enhanced or weakened by high-scope clues (Purohit and Srivastava, 2001 ; Miyazaki et al., 2005 ; Akdeniz et al., 2013 ). When faced with multiple clues, individuals rely more on high-scope clues to make decisions, and the influence of other clues will be weakened (Hu et al., 2010 ). Moreover, when faced with consumer review information, the influence of other low-scope clues on consumers will become insignificant (Utz et al., 2012 ). In the context of this research, when the product rating is high, consumers will trust in sellers, and they think that the product information in videos is true. In addition, the information in product usage video meets the consumers' need and evokes consumers' mental imagery, so the product usage video will improve consumers' purchase intention more than the appearance video. But when the product rating is low, consumers will not trust in sellers and think that the product information in videos is fictitious. Therefore, whether sellers provide the product appearance video or the product usage video for consumers, the purchase intention will be low, and there is no significant difference. Thus, the following hypothesis is formulated:

• Hypothesis 4: Product rating moderates the effect of product presentation videos' type on consumers' purchase intention. When the product rating is high, the product usage video improves consumers' purchase intention more than the product appearance video, but when the product rating is low, there is no significant difference between the influence of two types of videos on consumers' purchase intention.

The theoretical model is shown in Figure 1 .

A proposed research model.

Study 1 aimed to provide support for H1 that product usage video improves consumers' purchase intention more than product appearance video and for H2, that perceived diagnosticity mediates the effect of product presentation videos' type on consumers' purchase intention, and also for H3, that mental imagery mediates the effect of product presentation videos' type on consumers' purchase intention.

Pre-experiment 1

To ensure that the products in experiments belong to the search products or the experience products considered by participants, it was necessary to select appropriate products through pre-experiment. Therefore, the purpose of Pre-experiment 1 was to select suitable search products and experience products for Pre-experiment 2, Experiment 1, and Experiment 2. According to the procedure of selecting experimental stimuli in previous studies, we invited three doctoral students majoring in marketing to discuss the definition of product types based on their own online shopping experience. Finally, 6 products (expected to be 3 search products and 3 experience products) were selected as candidate products. These 6 products were: power strips, pillows, backpacks, electric kettles, smart bracelets, and canvas shoes. A total of 81 participants were recruited for Pre-experiment 1 through the “Wenjuanxing” platform, which is a professional questionnaire advisory body in China. At first, the participants were told that the purpose of this experiment was to classify products. Then, the participants were asked to fill in demographic information. Finally, the participants were asked to score 6 products respectively (1 = search products, 7 = experience products) based on the definitions of search products and experience products. The lower the score was, the more it indicated that the participant considered this product to be search product. The higher the score was, the more it indicated that the participant considered this product to be an experience product.

The questionnaires of 81 participants (34 males and 47 females) were all valid. The single-samples t -test showed that the average scores of 6 products were consistent with expectation. Specifically, the average scores of canvas shoes ( M = 5.48, t = 19.49, p < 0.001), backpacks ( M = 5.44, t = 20.27, p < 0.001), and pillows ( M = 5.29, t = 22.23, p < 0.001) were higher than the Median 4, indicating that the participants considered them to be experience products. In addition, the average scores of electric kettles ( M = 3.22, t = 19.71, p < 0.001), power strips ( M = 3.34, t = 21.48, p < 0.001), and smart bracelets ( M = 3.78, t = 24.83, p < 0.001) were lower than the Median 4, indicating that the participants considered them to be search products. Among them, the average score of canvas shoes ( M = 5.48, t = 19.49, p < 0.001) was higher than that of the other two experience products, and the average score of electric kettles ( M = 3.22, t = 19.71, p < 0.001) was lower than that of the other two search products. Therefore, canvas shoes were selected as the experience products, and electric kettles were selected as the search products, which were used for Pre-experiment 2 and formal experiments.

Pre-experiment 2

The purpose of Pre-experiment 2 was the manipulation check of product presentation videos' type, and to determine whether the two types of product presentation videos could be used for Experiment 1 and Experiment 2. According to the experience products and search products selected through Pre-experiment 1, we filmed the appearance video of electric kettles, the usage video of electric kettles, the appearance video of canvas shoes, and the usage video of canvas shoes. The duration of each video was 20 s. Specifically, the appearance video of electric kettles mainly contained the appearance attribute information, such as color, size, and design. The usage video of electric kettles mainly presented the steps and procedure of using electric kettles to boil water by a model. The appearance video of canvas shoes mainly contained the appearance attribute information, such as color, size, and style. The usage video of canvas shoes mainly showed the results of wearing canvas shoes by models. A total of 95 participants were recruited for Pre-experiment 2 through the “Wenjuanxing” platform. At first, the participants were told that the purpose of this experiment was to classify product presentation videos. Then, the participants were asked to fill in demographic information and the item about whether they had watched product videos online before. Finally, the participants were asked to score 4 videos respectively (1 = product appearance video, 7 = product usage video) based on the definitions of appearance video and usage video. The lower the score was, the more it indicated that the participant considered this video to belong to the product appearance video. The higher the score was, the more it indicated that the participant considered this video to belong to the product usage video.

The questionnaires of 95 participants (41 males and 54 females) were all valid. The manipulation of product presentation videos' type was examined by independent-samples t -test. The result revealed that the average score of electric kettles usage video was higher than that of electric kettles' appearance video (M appearancevideo = 2.57, M usagevideo = 5.42, t = −22.16, p < 0.001). In addition, the average score of canvas shoes usage video was higher than that of canvas shoes' appearance video (M appearancevideo = 2.77, M usagevideo = 5.45, t = −20.52, p < 0.001). The manipulation of product presentation videos' type was supported. Therefore, the electric kettles' appearance video and electric kettles' usage video were used for Experiment 1. The canvas shoes' appearance video and canvas shoes' usage video were used for Experiment 2.

The Design of Experiment 1

This study used an experimental method. Single factor (videos' type: appearance video vs. usage video) between-group designs were implemented. Two videos that passed the manipulation check through Pre-experiment 2 were adopted, namely, the electric kettles' appearance video and the electric kettles' usage video. The two videos were the same in other aspects (e.g., duration, music, image quality, background, etc.) except information content. In addition, brand information was removed to eliminate the influence of product brand. Perceived diagnosticity was measured with three items based on the research of Kempf and Smith ( 1998 ), Jiang and Benbasat ( 2004 , 2007 ), and modified to better reflect the context of this research, specifically “This video is helpful for me to evaluate the electric kettle,” “This video is helpful in familiarizing myself with the electric kettle,” “This video is helpful for me to understand the performance of the electric kettle.” Mental imagery was measured with two items based on the research of Maier and Dost ( 2018 ), Yoo and Kim ( 2014 ), and modified to better reflect the context of this research, specifically “This video helps me imagine the use process of electric kettle in my mind,” “This video helps me visualize a trial of electric kettle.” Purchase intention was measured with three items based on the research of Fu et al. ( 2018 ) and Wu et al. ( 2020 ), specifically “I expect to purchase the electric kettle,” “I would consider buying the electric kettle,” “The probability that I would buy the electric kettle is high.” All variables were measured using Likert 7-level scales, where 1 means “strongly disagree” and 7 means “strongly agree.”

The Procedure of Experiment 1

The “Wenjuanxing” platform was used to design experimental questionnaires and generate links. The participants were also recruited through the “Wenjuanxing” platform. The experimental questionnaire consisted of four parts. The first part told the participants that this experiment was about investigating consumers' behavior. The second part described the experimental scenario, specifically “Imagine that you are shopping on an E-commerce platform like Tmall.com . After searching for “electric kettles,” you enter the category overview page. Then, you click an electric kettle on the category overview page to enter the product home page. You see the following product video on the product home page. Please complete the items after watching the video.” The third part was the measurement scales of related variables. In addition, the measurement item about product presentation video types was set to test the manipulation effectiveness of this experiment. The fourth part contained demographic information, such as the gender, education, and age of the participants.

The participants were randomly assigned to one of the two experimental groups (the appearance video group vs. the usage video group). At first, the participants imagined that they were on the product home page of an E-commerce platform by reading descriptions. Then, they would see the product presentation videos corresponding to their experimental groups. Finally, the participants would complete the relevant scales and demographic information. A total of 163 participants participated in the experiment, and 144 participants completed the experiment. The demographic information of participants is shown in Table 1 (Akbari et al., 2019 ).

Demographic information of participants in Experiment 1.

The Results of Experiment 1

Manipulation check.

The manipulation of product presentation videos' type was examined by independent-samples t -test. The result showed that the average score of electric kettles' usage video was higher than that of electric kettles' appearance video (M appearancevideo = 2.23, M usagevideo = 5.91, t = −14.29, p < 0.01). The manipulation of product presentation videos' type was supported.

Main Effect Testing

The test was performed using ANOVAs, and the results are shown in Figure 2 . The main effect of product presentation videos' type on consumers' purchase intention was significant [ F (1, 142) = 10.78, p < 0.01], where M appearancevideo = 4.49, M usagevideo = 5.43. It was indicated that the product usage video improves consumers' purchase intention more than the product appearance video. Therefore, H1 was verified.

Difference in purchase intention by the appearance video and the usage video (for a search product).

Mediating Effect Testing

The bootstrapping method was used to test the mediating effect of perceived diagnosticity and mental imagery (Hayes, 2013 ). The analytic approach was informed by Preacher et al. ( 2007 ) who recommend bias-corrected bootstrapping to measure multiple indirect effects. In this case, 5,000 samples were taken, and the confidence level was selected as 95%. The total indirect effect for two mediators assessed simultaneously was significant ( Z = 8.61, p < 0.01), which is consistent with the hypothesis that perceived diagnosticity and mental imagery mediate the effect of product presentation videos' type on consumers' purchase intention. We then examined the mediators individually, and the result showed that a 95% confidence interval for the indirect path through perceived diagnosticity was significant, β = 0.1069 (LLCI = 0.0339, ULUI = 0.2028, excluded 0), indicating that the mediation effect of perceived diagnosticity between product presentation videos' type and consumers' purchase intention was significant. Therefore, H2 was supported. In addition, a 95% confidence interval for the indirect path through mental imagery was significant, β = 0.2685 (LLCI = 0.1509, ULUI = 0.4137, excluded 0), indicating that the mediation effect of mental imagery between product presentation videos' type and consumers' purchase intention was significant. Therefore, H3 was supported. To determine the relative value of the two mediators, we conducted bias-corrected comparisons between mediators. The 95% confidence intervals for contrasts of perceived diagnosticity with mental imagery did not include zero, indicating that mental imagery was a significantly stronger mediator than perceived diagnosticity.

Study 2 aimed to provide support for H4 that product rating moderates the effect of product presentation videos' type on consumers' purchase intention.

Pre-experiment 3

The purpose of Pre-experiment 3 was the manipulation check of product rating, and to determine whether the two types of product rating could be used for Experiment 2. After observing the distribution of product rating on major E-commerce platforms and referring to Chu et al. ( 2015 ), the low product rating was manipulated into a two-star rating and the high product rating was manipulated into a four-star rating. A total of 58 participants were recruited for Pre-experiment 3 through the “Wenjuanxing” platform. At first, the participants were told that the purpose of this experiment was to judge the product rating. Then, the participants were asked to fill in demographic information and the item about whether they had viewed the product rating online before. Finally, the participants were asked to score the two-star rating and the four-star rating, respectively (1 = low product rating, 7 = high product rating). The lower the score was, the more it indicated that the participant considered this product rating to belong to the low product rating. The higher the score was, the more it indicated that the participant considered this product rating to belong to the high product rating.

The questionnaires of 58 participants (31 males and 27 females) were all valid. The manipulation of product rating was examined by independent-samples t -test. The result showed that the average score of the four-star rating was higher than that of the two-star rating (M two−star = 2.63, M four−star = 5.74, t = −21.37, p < 0.001). The manipulation of the product rating was supported. Therefore, the two-star rating was used as the low product rating, and the four-star product rating was used as high the product rating for Experiment 2.

The Design of Experiment 2

This study used an experimental method. About 2 (videos' type: appearance video vs. usage video)- × -2 (product rating: low vs. high) between-group designs were implemented. Two videos that passed the manipulation check through Pre-experiment 2 were adopted, namely, canvas shoes' appearance video and canvas shoes' usage video. The two videos were the same in other aspects (e.g., duration, music, image quality, background, etc.) except information content. In addition, brand information was removed to eliminate the influence of product brand. Perceived diagnosticity was measured with three items based on the research of Kempf and Smith ( 1998 ), Jiang and Benbasat ( 2004 , 2007 ), and modified to better reflect the context of this research, specifically “This video is helpful for me to evaluate the canvas shoes,” “This video is helpful in familiarizing myself with the canvas shoes,” “This video is helpful for me to understand the performance of the canvas shoes.” Mental imagery was measured with two items based on the research of Maier and Dost ( 2018 ), Yoo and Kim ( 2014 ), and modified to better reflect the context of this research, specifically “This video helps me imagine the results of wearing canvas shoes in my mind,” “This video helps me visualize a trial of canvas shoes.” Purchase intention was measured with three items based on the research of Fu et al. ( 2018 ) and Wu et al. ( 2020 ), specifically “I expect to purchase the canvas shoes,” “I would consider buying the canvas shoes,” “The probability that I would buy the canvas shoes is high.” All variables were measured using Likert 7-level scales, where 1 means “strongly disagree” and 7 means “strongly agree.”

The Procedure of Experiment 2

The “Wenjuanxing” platform was used to design experimental questionnaires and generate links. The participants were also recruited through the “Wenjuanxing” platform. The experimental questionnaire consisted of five parts. The first part told the participants that this experiment was about investigating consumers' behavior. The second part described the experimental scenario, specifically “Imagine that you are shopping on an E-commerce platform like Tmall.com . After searching for “canvas shoes,” you enter the category overview page. Then, you click canvas shoes on the category overview page to enter the product home page. You see the following product video on the product home page.” The third part was also a description, specifically “After watching the product video, you further view the product rating, and find that the product rating is two/four stars, please complete the flowing items.” The fourth part was the measurement scales of related variables. In addition, the measurement items about product presentation video types and product rating were set to test the manipulation effectiveness of this experiment. The last part contained demographic information, such as the gender, education, and age of the participants.

The participants were randomly assigned to one of the four experimental groups. At first, the participants imagined that they were on the product home page of an E-commerce platform by reading descriptions. Then, they would see the product presentation videos corresponding to their experimental groups. After that, they would be informed of the product rating. Finally, the participants would complete the same scales in Experiment 1 and demographic information. A total of 202 participants participated in the experiment, and 188 participants completed the experiment. The demographic information of the participants is shown in Table 2 (Akbari and Moradipour, 2021 ).

Demographic information of the participants in Experiment 2.

The Results of Experiment 2

The manipulation of product presentation videos' type was examined by independent-samples t -test. The result showed that the average score of canvas shoes' usage video was higher than that of canvas shoes' appearance video (M appearancevideo = 2.26, M usagevideo = 5.83, t = −13.37, p < 0.01). The manipulation of product presentation videos' type was supported.

The manipulation of the product rating was also examined by independent-samples t -test. The result showed that the average score of the four-star rating was higher than that of the two-star rating (M two−star = 2.21, M four−star = 5.61, t = −12.28, p < 0.01). The manipulation of the product rating was also supported.

The test was performed using ANOVAs, and the results are shown in Figure 3 . The main effect of product presentation videos' type on consumers' purchase intention was significant [ F (1, 186) = 13.81, p < 0.01], where M appearancevideo = 4.43, M usagevideo = 5.84. It was indicated that product usage videos improve consumers' purchase intention more than product appearance videos. Therefore, H1 was verified again.

Difference in purchase intention by the appearance video and the usage video (for an experience product).

The bootstrapping method was used to test the mediating effect of perceived diagnosticity and mental imagery (Hayes, 2013 ). In this case, 5,000 samples were taken, and the confidence level was selected as 95%. The total indirect effect for two mediators assessed simultaneously was significant ( Z = 9.38, p < 0.01), which is consistent with the hypothesis that perceived diagnosticity and mental imagery mediate the effect of product presentation videos' type on consumers' purchase intention. We then examined the mediators individually, and the result showed that a 95% confidence interval for the indirect path through perceived diagnosticity was significant, β = 0.1272 (LLCI = 0.0627, ULUI = 0.1832, excluded 0), indicating that the mediation effect of perceived diagnosticity between product presentation videos' type and consumers' purchase intention was significant. Therefore, H2 was supported again. In addition, a 95% confidence interval for the indirect path through mental imagery was significant, β = 0.3047 (LLCI = 0.1923, ULUI = 0.4566, excluded 0), indicating that the mediation effect of mental imagery between product presentation videos' type and consumers' purchase intention was significant. Therefore, H3 was supported again. To determine the relative value of the two mediators, we conducted bias-corrected comparisons between mediators. The 95% confidence intervals for contrasts of perceived diagnosticity with mental imagery did not include zero, indicating that mental imagery was a significantly stronger mediator than perceived diagnosticity.

Moderating Effect Testing

With purchase intention as the dependent variable, videos' type and product rating as the independent variables, a 2 (videos' type: appearance video vs. usage video)- × -2 (product rating: low vs. high) ANOVAs revealed a significant interaction effect of videos' type with the product rating [ F (1, 185) = 12.62, p < 0.01], which indicates that the product rating (low vs. high) moderated the effect of product presentation videos' type on consumers' purchase intention. Furthermore, simple effect analysis showed that the purchase intention of the participants who were assigned to the usage video group (M usagevideo = 5.61) was significantly higher than that of the participants who were assigned to the appearance video group (M appearancevideo = 4.52) in the condition of the high product rating [ F (1, 92) = 10.11, p < 0.01], as shown in Figure 4 . There was no significant difference between the appearance video group and the usage video group in the condition of the low product rating [M appearancevideo = 3.16,M usagevideo = 3.25, F (1, 93) = 2.01, p >0.1]. Therefore, H4 was supported.

Purchase intention in the different conditions of product rating.

General Discussion

Based on the resource matching theory, mental imagery theory, and cue utilization theory, this study investigated the influence of product presentation videos' type (appearance video vs. usage video) on consumers' purchase intention and examined the moderating effect of the product rating (low vs. high). Moreover, the mediating role of perceived diagnosticity and mental imagery was also verified.

There are three findings in this study: First, the product presentation videos' type has a significant effect on consumers' purchase intention. The product usage video improves consumers' purchase intention more than the product appearance video for both search products and experience products. Second, perceived diagnosticity and mental imagery mediate the influence of product presentation videos' type on consumers' purchase intention. The product usage video improves consumers' perceived diagnosticity and mental imagery more than the product appearance video, resulting in higher purchase intention. Third, product rating moderates the influence of product presentation videos' type on consumers' purchase intention. The product usage video improves consumers' purchase intention more than the product appearance video when the product rating is high; however, there is no significant difference in the impact of two types of videos on consumers' purchase intention when the product rating is low.

Theoretical Contributions

This research has contributed to product presentation videos, product rating, and the resource matching theory. First, this study enriches the classification of product presentation videos. Previous studies mainly classified product presentation videos based on the expressing form of videos, but the information in different videos was kept the same. However, the effect of product presentation videos depends, to a large extent, on the information in videos. Focusing on the information content and referring to the classification of product review information (Huang et al., 2014 ; Li et al., 2017 ), this study divides the product presentation videos into product appearance video and product usage video.

Second, this study proposes and validates the moderate effect of the product rating, which is a new boundary condition for the influence of product presentation videos on consumers' purchase intention. Prior studies mainly focused on product factors and consumer factors, proved that product type, need for touch, information processing motivation, and impulse buying tendency are important moderating factors; no studies have ever investigated the moderating effect of product rating. However, when consumers buy products online, they not only watch the product presentation videos provided by sellers but also view the product rating generated by post-purchase consumers (Utz et al., 2012 ). The product rating significantly affects the consumers' perception of the truthfulness of product presentation videos.

Third, this study extends the application of resource matching theory by introducing it into the research field of online product presentation videos. Past studies mainly based on the dual coding theory and the media richness theory to explore the influence of product presentation videos on consumers' behavior. Focusing on matching between cognitive resource needs and supplies, this study finds that providing product usage video for consumers on the product home pages will make consumers' cognitive resource needs match the cognitive resource supplies, resulting in higher purchase intention.

Implications

The current research is of great significance to the marketing practice of enterprises. First, this study would suggest online merchants pay attention to the selection and management of product presentation videos. Consumers cannot directly experience the products when shopping online, so they have higher perceived uncertainty and perceived risk. If consumers cannot obtain enough and needed product information, they will refuse to buy the product. Therefore, it is very important for online merchants to design and manage product presentation videos effectively. This study finds that product presentation videos' type influences consumers' purchase intention significantly, which provides reasons for online merchants to attach importance to the management of product presentation videos.

Second, this study provides a reference for online merchants to design effective product presentation videos on product home pages. The results of this study show that product usage video improve consumers' purchase intention more than product appearance video for both search products and experience products. So, the online merchants should present the product usage videos to consumers on product home pages. In addition, online merchants should consider the specific characteristics of search products and experience products when designing the product usage videos. Specifically, for search products, the content of videos should be the demonstration of the use procedure and function by models. Taking smart bracelets as an example, it is better to use videos to demonstrate the functions of smart bracelets so as to vividly show consumers how to use the smart bracelets. For experience products, the content of videos should be the demonstration of use results and performance by models. Taking T-shirts as an example, it is better to use videos to show the image of wearing the T-shirt by models so as to let consumers see what it looks like after wearing the T-shirt.

Third, this study is helpful for online merchants to rationally recognize the influence of product presentation videos on consumers' purchase decisions. The results of this study show that product rating moderates the influence of product presentation videos' type on consumers' purchase intention. When the product rating is low, consumers will not trust in sellers and think that the product information in the videos is fictitious. Therefore, on the one hand, online merchants should not blindly exaggerate the product performance through product presentation videos, or else will lower the product rating, and then weaken the effects of product presentation videos. On the other hand, online merchants should not only ensure the information in videos is true and the quality of products is high but also pay attention to guiding consumers to give products higher ratings, which will strengthen the effects of product presentation videos. For example, online merchants could encourage consumers to make higher rating by giving coupons.

Limitations and Further Research

Whereas, the findings of this study are valid and valuable, there are still some limitations that provide directions for further research. First, the participants of the experiments in this study were mainly students instead of general populations of consumers. The reason is that the homogeneity of students is relatively high and other interference variables are relatively few. In addition, students have rich online shopping experience and are the desired representatives of online shoppers. Future research can expand the scope of the sampling groups to enhance the universality of the research. Second, this study explored the influence of product presentation videos on consumers' purchase intention through scenario experiments. The reason is that this study belongs to the causal exploratory research about consumer behaviors, which requires to control many factors strictly. So, we used the method of the scenario experiment, which can ensure high internal validity. Big data and other quantitative methods can be used for further research, such as cooperating with online merchants and conducting natural experiments to further verify the relationship between product presentation videos' type and product sales. Third, only two kinds of products were selected for analysis in this study. The reason is that the results of Pre-experiment 1 showed that the participants consider electric kettles and canvas shoes are most consistent with the definition of search products and experience products, so the two kinds of products are more representative. In addition, electric kettles and canvas shoes are similar in price, importance, and purchase frequency, which can eliminate the influence of some interference factors, such as price, involvement, and familiarity. Future research could use other products for verification and improve the robustness of research. Lastly, the duration of product videos in experiments is all 20 s, without considering the possible influence of time pressure. In addition, the product presentation videos investigated in this study were shot and provided by merchants, without considering the possible impact of video co-creation. The future study could investigate the influence of videos with different lengths of duration and the influence of videos created by buyers-sellers on purchase intention.

Data Availability Statement

Ethics statement.

The studies involving human participants were reviewed and approved by Economics and Business Administration Department Research Ethic Committee. The patients/participants provided their written informed consent to participate in this study.

Author Contributions

ZC contributed to the conceptualization, methodology, statistical analysis, data curation, and writing. BS contributed to the revision, investigation, supervision, funding acquisition, and project administration. YZ contributed to the revision and funding acquisition. All the authors contributed to the manuscript revision and read and approved the submitted version.

We acknowledge the financial support from the National Natural Science Foundation of China (grant nos.: 72110107002, 71974021), the Fundamental Research Funds for the Central Universities of Chongqing University, project No. 2019 CDJSK 02 XK 12.

Conflict of Interest

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Publisher's Note

All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article, or claim that may be made by its manufacturer, is not guaranteed or endorsed by the publisher.

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ME-90B Bass Multiple Effects

Create and Perform in the Moment

Introducing the ME-90B, a free-flowing ME processor filled with pro performance tools for bassists. Extend your creative range with 61 effects optimized for bass. Shape your core tone with 10 bass preamps crafted with our latest AIRD technology. Connect to stage amps, house PA systems, and computers. And with the hands-on interface, expression pedal, and direct-access footswitches, you can create and perform in the moment with nothing to slow you down. For optimal performance, stay up to date with the current ME-90B system software .

Standard Features

• All-in-one bass processor with premium BOSS amps and effects
• Easy stompbox-style sound creation with an intuitive knob-based interface
• Superior sound quality with 24-bit AD and 32-bit DA conversion, 32-bit floating-point processing, and 48 kHz sampling rate
• 61 effects from the BOSS bass effects library
• Ten onboard AIRD preamp models including newly developed types
• Dedicated preamp section plus six simultaneous effect categories with multiple types to choose from
• Edit parameters, swap out preamp and effect types, and more with BOSS Tone Studio
• Eight multi-function footswitches and an expression pedal with toe switch
• 36 ready-to-play preset memories and 36 user memories for storing custom setups
• Manual mode for pedalboard-style operation and Memory mode for switching complete setups
• Blend knob for mixing in the direct bass sound
• Stereo 1/4-inch outputs and mono XLR balanced output with ground lift switch
• Rear-panel switch to optimize the 1/4-inch audio outputs for a bass amp or full-range sound system
• Send/return loop for external pedals
• Light, durable design and colorful status LEDs
• Load up to three user speaker IRs
• Powered via four AA batteries or optional AC adaptor
• USB-C® connector for communicating with BOSS Tone Studio and audio recording/playback with music production software
• Download and share ME-90B Livesets on BOSS Tone Exchange
• Optional Bluetooth® Audio MIDI Dual Adaptor allows you to edit sounds and stream audio from an iOS or Android mobile device

Download “BOSS TONE STUDIO for ME-90B” for Windows/macOS Download “BTS for ME-90B” for iOS Download “BTS for ME-90B” for Android

Effortless Creative Control

The ME-90B delivers everything a performing bassist needs, accessed via the classic BOSS ME interface for fast stompbox-style operation. Each effect category features independent parameter knobs, allowing you to tweak tones instantly. Manual mode provides on/off footswitch control of each category, while Memory mode lets you call up 36 custom multi-effect setups. Every footswitch has a different LED color for easy identification, and it’s possible to set all LEDs to light in a fixed color for each mode if desired.

Premium BOSS Effects

The ME-90B comes stocked with premium selections from the BOSS bass effects library, organized into six logical sections that can be used simultaneously. Apply essential tone shapers like compressors, pitch effects, and filters. Explore more aggressive textures with drive and synth effects. Expand your sound with modulation, delays, and reverbs. And dive into a variety of dedicated effects for the onboard expression pedal. There’s also a Blend knob to mix in some direct bass sound for clarity, plus a send/return loop to patch in your favorite stompbox effects.

Solid Bass Tone

A strong fundamental sound is the foundation of any great bass rig. The ME-90B’s Preamp/EQ section features ten inspiring preamp types backed by advanced AIRD technology, complete with gain and EQ controls for rapid sound adjustment. Express your individual voice with BOSS originals like Natural and Drive Bass. Or call up authentic models of classic bass amplifiers from vintage to modern. There’s also an Acoustic type optimized for acoustic-electric and upright bass pickups, plus an EQ-only option for clean DI tones.

Perform, Practice, and Record

With its versatile connectivity and compact, battery-powered design, the ME-90B is ready for every playing scenario. The 1/4-inch outputs support mono or stereo operation, with quick optimization for stage amps or line-level devices via a rear-panel switch. There’s also an XLR jack with a ground lift for sending a balanced DI signal to a house PA. The ME-90B’s preamps and effects provide studio-quality sound for direct USB recording in music production software. And with the headphones jack, you can quietly hone your chops while jamming with backing tracks from a computer over USB.

Edit, Customize, and Expand

BOSS Tone Studio for Windows and macOS extends your creative range with the ability to edit tones and change out some preamp and effect types with alternate selections. You can also organize memories for different gigs and supplement the onboard speaker IRs with three from your own library. When you’re ready for fresh inspiration, log onto BOSS Tone Exchange to swap Livesets with the worldwide ME-90B community. And with the optional Bluetooth® Audio MIDI Dual Adaptor, you can stream music from a mobile device and wirelessly shape tones using the BTS editor app for iOS and Android.

Product Gallery

Specifications Sampling Frequency 48 kHz AD Conversion 24 bits + AF method AF method (Adaptive Focus method) This is a proprietary method from Roland & BOSS that vastly improves the signal-to-noise (SN) ratio of the AD converters. DA Conversion 32 bits Processing 32-bit floating point Effects 93 Types Memories 36 (User) + 36 (Preset) Phrase Loop 38 sec. (MONO) Internal Tuning Detection Accuracy ±0.1 cent Nominal Input Level INPUT: -10 dBu RETURN: -10 dBu Maximum Input Level INPUT: +7 dBu RETURN: + 7dBu Input Impedance INPUT: 1 M ohm RETURN: 1 M ohm Nominal Output Level OUTPUT L/MONO､R: -10 dBu PHONES: -10 dBu SEND: -10 dBu BALANCED OUTPUT: -10 dBu Output Impedance OUTPUT L/MONO, R: 1 k ohm PHONES: 44 ohms SEND: 1 k ohm BALANCED OUTPUT: 600 ohms Recommended Load Impedance OUTPUT L/MONO, R: 10 k ohms or greater PHONES: 44 ohms or greater SEND: 10 k ohms or greater BALANCED OUTPUT: 600 ohms or greater Controls BANK▼/AMP/EQ switch, BANK▲/MOD switch, CTL/BLEND switch, MEMORY/MANUAL switch, 1/COMP switch, 2/FILTER switch, 3/DRV/SYN switch, 4/DLY/REV switch, PEDAL FX switch, GND LIFT switch, AMP/LINE switch, POWER switch, EXIT button, WRITE button, CTL button, EDIT button, PREAMP TYPE knob, BASS knob, MIDDLE knob, TREBLE knob, GAIN knob, LEVEL knob, MOD TYPE knob, TYPE knob, RATE/TIME knob, DEPTH/DUTY/FB knob, E.LEV/RESO knob, BLEND knob, COMP/FX1 TYPE knob, SUSTAIN/LOW/-1OCT knob, ATTACK/HIGH/-2OCT knob, LEVEL/DIRECT knob, FILTER/FX2 TYPE knob, SENS/RATE/KEY knob, TONE/DEPTH/HRM knob, PEAK/LEVEL/RESO knob, DRIVE/SYNTH TYPE knob, DRIVE knob, TONE knob, LEVEL knob, DLY/REV TYPE knob, TIME knob, FEEDBACK/TONE knob, E.LEVEL knob, OUTPUT LEVEL knob, PEDAL FX TYPE knob PEDAL FX pedal Display 7 segments, 2 characters (LED) Tuning guides (LED) Connectors INPUT jack, OUTPUT (L/MONO, R) jacks, SEND jack, RETURN jack: 1/4-inch phone type BALANCED OUTPUT jack: XLR type PHONES jack: Stereo miniature phone type USB COMPUTER port: USB Type-C(R) Bluetooth ADAPTOR connector: Dedicated connector DC IN jack Power Supply Alkaline battery (AA, LR6) x 4 or AC adaptor Current Draw 195 mA Expected battery life under continuous use Alkaline battery: Approximately 6 hours * This can vary depending on the specifications of the batteries, capacity of the batteries, and the conditions of use. Accessories STARTUP GUIDE Alkaline battery (AA, LR6) x 4 Leaflet "USING THE UNIT SAFELY" Options (sold separately) AC adaptor: PSA-S series Bluetooth(R) Audio MIDI Dual Adaptor: BT-DUAL Carry Bag: CB-ME80,CB-BU10 Size and Weight Width 443 mm 17-1/2 inches Depth 220 mm 8-11/16 inches Height 67 mm 2-11/16 inches Maximum Height 93 mm 3-11/16 inches Weight(including battery) 2.9 kg 6 lb 7 oz * 0 dBu = 0.775 Vrms *The specifications are subject to change without notice.

PSA Series Power Adaptor

Power Adaptor

Bluetooth® Audio MIDI Dual Adaptor Bluetooth® Adaptor

Compact adaptor that brings Bluetooth wireless capabilities to compatible BOSS and Roland products.

CB-ME80 BOSS ME-90/ME-80/GT-1000/GX-100 Bag

Carrying bag for the BOSS ME-90/ME-80/GT-1000/GX-100 Multi Effects

CB-BU10 Utility Gig Bag

Durable carrying bag for multi-effects, loopers, and music accessories.

BIC-P10 Premium Instrument Cable

Instrument cable with straight 1/4-inch connectors, 10 ft./3 m length. Also available in 18 ft./5.5 m (BIC-P18) length.

BIC-P10A Premium Instrument Cable

Instrument cable with straight to right-angle 1/4-inch connectors, 10 ft./3 m length. Also available in 18 ft./5.5 m (BIC-P18A) length.

BIC-5 Instrument Cable

Straight 1/4-inch connectors, 5 ft./1.5 m length. Also available in 10 ft./3 m (BIC-10), 15 ft./4.5 m (BIC-15), and 20 ft./6 m (BIC-20) lengths.

BIC-10A Instrument Cable

Straight to right-angle 1/4-inch connectors, 10 ft./3 m length. Also available in 15 ft./4.5 m (BIC-15A) length.

Updates & Drivers

Me-90b system program ( ver.1.03 ), boss tone studio for me-90b ver.1.0.0 for windows, boss tone studio for me-90b ver.1.0.0 for macos, me-90b driver ver.1.0.0 for windows 10/11, me-90b driver ver.1.0.0 for macos monterey 12.x / ventura 13.x / sonoma 14.x.

If you have questions about operating your BOSS product, please check our Knowledge Base for answers to the most common questions. You can also contact our Product Support department by phone or email. In addition, we have a library of Owner’s Manuals and Support Documents that you can download and reference.

Owner's Manuals

[english] me-90b startup guide [pdf], [deutsch] me-90b startup guide [pdf], [français] me-90b startup guide [pdf], [italiano] me-90b startup guide [pdf], [español] me-90b startup guide [pdf], [português] me-90b startup guide [pdf], [nederlands] me-90b startup guide [pdf], [simplified chinese] me-90b startup guide [pdf], [english] me-90b reference manual [pdf], [deutsch] me-90b reference manual [pdf], [français] me-90b reference manual [pdf], [italiano] me-90b reference manual [pdf], [español] me-90b reference manual [pdf], [português] me-90b reference manual [pdf], [nederlands] me-90b reference manual [pdf], [simplified chinese] me-90b reference manual [pdf], [english] me-90b parameter guide [pdf], [english] using boss tone studio for me-90b (for pc) [pdf], [english] using boss tone studio for me-90b (for mobile) [pdf], [english] ev-1-wl connection guide (connect with the me-90b) [pdf], [english] fs-1-wl connection guide (connect with the me-90b) [pdf].

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