The product presentation videos on E-commerce platforms have a significant influence on consumers' purchase decisions, and enterprises have focused on choosing the type of product presentation videos. Based on the resource matching theory, mental imagery theory and cue utilization theory, this study investigated the influence of product presentation videos type on consumers' purchase intention and the moderating effect of product rating. Through three pre-experiments and two formal experiments, the results showed that the product usage video has a stronger effect on (...) consumers' purchase intention more than the product appearance video, which is mediated by perceived diagnosticity and mental imagery. In addition, product rating moderated the influence of product presentation videos type on consumers' purchase intention. The product usage video would improve consumers' purchase intention more than the product appearance video when the product rating is high; however, there is no significant difference in the impact of two types of videos on consumers' purchase intention when the product rating is low. This study supplements the research on product presentation videos and provides a reference for online retailers to select effective product presentation videos. (shrink)

Customer engagement behavior is a critical success factor for community e-commerce. While many community e-commerce websites are currently improving service quality to enhance customer engagement behavior, little is known about how such e-services affect customer engagement behavior. Building upon the stimulus-organism-response model, this study developed a research model to explain how e-service quality of community e-commerce platform affects customer engagement behavior through customer trust and perceived risk. The research model was empirically evaluated by surveying 326 customers who have shopped through (...) the community e-commerce platforms. The results indicate that e-service quality positively affects customer engagement behavior. Besides, customer trust and perceived risk play a mediating role between e-service quality and customer engagement behavior. This study offers recommendations to managers on how to build an attractive community e-commerce platform to stimulate customer engagement behavior. (shrink)

A higher level of intelligence can improve adolescents’ interactions with intelligent online services, although overemphasizing intelligent online services may nullify their sense of autonomy and in turn affect their acceptance intention. Enterprises have therefore focused on the best ways through which to provide intelligent online services. Based on the technology acceptance model, this study constructs a theoretical model of the impact of perceived control and power on adolescents’ acceptance intention of intelligent services. Through a scenario experiment involving an intelligent online (...) recommendation service, 195 participants were obtained to test the model. The results show that the adolescents’ perceived control affects their acceptance intention of intelligent online services through their perceived usefulness. The adolescents’ sense of power moderates the influence of perceived control on perceived usefulness. This study supplements the research on intelligent online services and provides a reference for online merchants seeking to design such service processes. (shrink)