Current use of moving images for product presentation in fashion e-commerce
- The purpose of this paper is to investigate how motion pictures are currently used for the product presentation of fashion articles in online shops in the German, American and British markets. This study shows that the use of moving images for the presentation of fashion articles in online shops is underutilized. With the amount of data that was manageable within the scope of this chapter, no valid generalizations can be made. All described results must be understood as an indication. In order to be able to use product presentation videos meaningfully, one should consider before exactly what is the purpose of these videos. Different goals require different means. However, retailer should obtain enough information in advance to assess whether they can afford the production and post processing of these videos.
| Author of HS Reutlingen | Bug, Peter; Helwig, Julia |
|---|---|
| DOI: | https://doi.org/10.1007/978-981-13-9542-0_12 |
| ISBN: | 978-981-13-9542-0 |
| Erschienen in: | Fashion and film : moving images and consumer behavior |
| Publisher: | Springer |
| Place of publication: | Singapore |
| Editor: | Peter Bug |
| Document Type: | Book chapter |
| Language: | English |
| Publication year: | 2020 |
| Tag: | fashion and film; fashion product film; fashion product presentation film; film fashion e-commerce; motion pictures in fashion e-commerce; motioned product presentation; retail fashion product film; shoppable video; video product presentation |
| Page Number: | 25 |
| First Page: | 243 |
| Last Page: | 267 |
| PPN: | Im Katalog der Hochschule Reutlingen ansehen |
| DDC classes: | 330 Wirtschaft |
| Open access?: | Nein |
| Licence (German): |  In Copyright - Urheberrechtlich geschützt |
