The Impacts of Online Clothes Short Video Display on Consumers’ Perceived Quality

In the context of the rapid development of online shopping, enterprises and consumers realized the importance of an effective online short video display. However, academics rarely explored the content of a short video display and its impacts on consumers’ perceptions. This paper discusses the impacts of this display form on consumers’ perceived quality via questionnaires and scenario experiments based on the existing literature and theories. A short video of clothes was the main research object. We used an experimental design that included 2 (time: long, short) × 2 (display perspectives: overall, specific) × 2 (scenarios: outdoors, indoors) groups of experiments, for a total of eight groups of scenario experiments, to verify our hypotheses. The results reveal that the short video display makes consumers have a higher perceived quality compared with the long video display. Compared with a video that only includes an overall view of the product, a video that provides both an overall view and the details of the product makes consumers have a higher perceived quality. Consumers were found to have a higher perceived quality of products shot outdoors compared with products shot indoors

New technologies in the field of sensory marketing and customer experience: a systematic literature review

Nowadays, we are noticing more and more new technological solutions that fit into the field of sensory marketing, the implementation of which is in a relatively preliminary stage. They are intended to improve customer experience. The main objective of the research is to determine the main topics covered in the literature. This article covers a systematic literature review of research conducted to date on new technologies that are part of the fi eld of sensory marketing related to customer experience. The research search was based on two databases: Scopus and Web of Science Core Collections. Studies conducted between 2007 and May 2022 were included. Four inclusion criteria were used: database, terms, language, and cover period. No methods were used to assess the risk of bias in the included studies. 33 items of literature were qualifi ed for qualitative synthesis. Based on the analysis, a conceptual framework of the most commonly used antecedents and outcomes in research was created, and two main research areas were identified: sense of telepresence and research by technology type. In view of this, further research directions based on the identified research gaps were indicated