The Demand Effects of Joint Product Advertising in Online Videos
The Demand Effects of Joint Product Advertising in Online Videos
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DOI：
10.2139/ssrn.2235033
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发表时间：
2014-10
期刊：
影响因子：
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通讯作者：
Anuj Kumar;Y. Tan
中科院分区：
文献类型：
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作者：
Anuj Kumar;Y. Tan
视频中的联合产品展示不仅可以帮助客户评估可以影响其个人需求的产品属性(直接影响)，还可以了解它们之间的互补性，这可能会导致他们的需求产生额外的关联(溢出效应)。为了评估需求影响，我们在一家时尚零售商的网站上推出了几个随机选择的服装的视频，展示了带有匹配配件的服装。我们发现，引入视频后，服装销售额增加了14.5%，配饰销售额增加了28.3%。据估计，配件销量的增长很大程度上归因于视频的溢出效应。此外，引入带有其他产品促销的视频会显著提高视频对产品需求的影响。总而言之，我们展示了相关产品的视频展示如何在在线产品网络中增加他们的需求。
Joint product display in videos may help customers to not only evaluate the attributes of products that can influence their individual demands (direct effect) but also learn about the complementarity between them that may cause additional correlation in their demands (spillover effect). To estimate the demand effects, we introduced videos displaying apparel with matching accessories for few randomly selected apparel on a fashion retailer’s website. We found that introducing a video resulted in a 14.5 percent increase in apparel sales and a 28.3 percent increase in accessories sales. The estimated increase in accessories sales was largely attributed to the spillover effect of videos. Moreover, introducing videos with other product promotions resulted in a significantly higher effect of videos on product demands. Overall, we show how video display of related products can increase their demands in an online product network.