Graphic or Short Video Recommendation? the Effect Mechanism of Recommendation Type on Consumers' Purchase Intention——Take Xiaohongshu as an Example

EasyChair Preprint 9999

Abstract

The rise of social commerce has prompted user-generated content to become an important reference point for consumers shopping online. Consumers are often motivated to purchase because of the content shared by others, but existing studies have not focused on the impact of recommendation types on consumers' purchase intention. This paper selects Xiaohongshu as the research object, builds a research model based on media richness theory, perceived value theory and celebrity effect theory, etc. Through seven field experiments, we aim to explore the mechanism of action and boundary conditions of different recommendation types (graphic vs. short video) affecting consumers' purchase intention, and verify the mediating effect of perceived value and perceived psychological distance and the moderating effect of blogger status (celebrity vs. generalist) and the moderating effect of experiential disclosure. The results found that short video recommendations lead to higher purchase intention than graphic recommendations, perceived value mediates between recommendation type and purchase intention, perceived psychological distance mediates between recommendation form and perceived value, blogger identity moderates the relationship between recommendation type and perceived value and purchase intention, and experiential information disclosure moderates the relationship between recommendation type and perceived psychological distance. This study extends the research on the type of product recommendation on consumers' purchase intention in the e-commerce industry, elaborates the inner mechanism and influence path of the difference in consumers' purchase behavior, and enriches the moderating effect of consumers' purchase intention from two dimensions. The findings help companies to provide theoretical guidance for product promotion and allow brands to match appropriate product promoters and expand their brand influence considering the source of bloggers' identities.

Keyphrases: Experiential disclosure, Perceived psychological distance, Recommendation type, purchase intention

@booklet{EasyChair:9999,
  author    = {Min Qin and Shanshan Qiu and Yu Zhao and Wei Zhu and Shuqin Li},
  title     = {Graphic or Short Video Recommendation? the Effect Mechanism of Recommendation Type on Consumers' Purchase Intention——Take Xiaohongshu as an Example},
  howpublished = {EasyChair Preprint 9999},
  year      = {EasyChair, 2023}}