Browsing by Author "Huovila, Petra"

The key objective of this master’s thesis is to look at product-related video displays in online retailing and whether product presentation videos could positively impact purchasing behavior. In this master’s thesis I discuss the importance of online product display, focusing especially on the business-to-consumer area. Online business is growing rapidly but there is still a lot of potential that is underexploited. Online product presentation is vital in an online retail environment since customers do not get to touch or see the products before buying them and must rely on the descriptions of the products provided by the seller. Successful online product presentation strategies can be used to alleviate the lack of physical examination of products in online retailing. In this master’s thesis I examine five Nordic online stores by utilizing A/B test data provided by a tech company; Videoly. This study found that product presentation videos had a positive impact on users’ purchasing behavior. Using product presentation videos in online stores result in higher conversions. Findings of this thesis bring additional evidence to the power of visual and dynamic product presentation forms in online retailing.