Looks Far Beyond My Reach: The Zoom Effect in Product Videos Influences Luxury Perception and Purchase Intention
Looks Far Beyond My Reach: The Zoom Effect in Product Videos Influences Luxury Perception and Purchase Intention
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看起来远远超出了我的能力范围：产品视频中的变焦效果影响奢侈品感知和购买意向
DOI：
10.1002/jcpy.1268
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发表时间：
2021
影响因子：
4.8
通讯作者：
Sugitani Yoko
中科院分区：
文献类型：
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作者：
Togawa Taku;Sugitani Yoko
这项研究重点关注产品视频的一个新颖特性，即缩放效应，并研究它如何影响消费者的产品认知和购买意图。研究结果证实了我们的假设，即具有缩小（与放大）效果的产品视频，即将焦点从产品细节转移到产品概述，增强了消费者对产品奢华感的感知（研究 1）和购买意愿（研究 2）。缩小（与放大）对奢华感知的影响是由与产品的感知距离差异所带来的排他性感知所驱动的（研究 2）。此外，本研究还表明，变焦对购买意愿的影响受到品牌定位的调节。也就是说，产品视频中使用的缩小（与放大）效果增加了对奢侈品（而非非奢侈品）品牌产品的购买意愿（研究 3）。这些发现有助于更好地理解视频技术在向消费者宣传产品奢华方面的作用。
This research focused on a novel property of product videos, namely thezoom effect, and examined how it affects consumers’ product perceptions and purchase intentions. The results of the studies conducted confirmed our hypothesis that a product video shot with the zoom‐out (vs. zoom‐in) effect, that is, changing the focus from the product’s details to an overview of the product, enhances consumer perception of the product’s luxuriousness (Study 1) and purchase intention (Study 2). The effect of zooming‐out (vs. zooming‐in) on luxury perception was driven by perceived exclusivity via differences in perceptual distance to the product (Study 2). Furthermore, the present research also demonstrated that the zooming’s effect on purchase intention was moderated by brand positioning; that is, the zoom‐out (vs. zoom‐in) effect used in product videos increased purchase intention for luxury (but not non‐luxury) brand products (Study 3). These findings contribute to a better understanding of the role of videographic techniques in advertising products’ luxuriousness to consumers.