Merchandising/Marketing/Retailing: Branding

Investigating User-generated Short Videos: The Impacts of Perceived Fit and Perceived Novelty on Immersion and Consumer Surprise

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Abstract

The current research proposed and empirically tested a research framework of the user-generated short videos in video-sharing social media. This study identified two important characteristics related to the short videos as perceived fit and perceived novelty and examined their roles in consumers’ emotions, cognitions and subsequential responses. Immersion plays an important role in the effectiveness of the user-generated short videos, which is driven by perceived fit and perceived novelty and further enhances product attitude and increases purchase intent. Consumer surprise, meanwhile, serves as a critical underlying mechanism of processing the short videos, which is evoked by perceived novelty and in turn leads to purchase intent.

Keywords: Short videos, user-generated content, perceived fit, perceived novelty, immersion

How to Cite:

Huang, R. & Zhao, L., (2022) “Investigating User-generated Short Videos: The Impacts of Perceived Fit and Perceived Novelty on Immersion and Consumer Surprise”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13827