Enrichment of Product Presentation Video: Methods and Impacts on User Experience

Product presentation video (PPV) is a genre of short-form video in online retailing that presents product features and facilitates online shopping. To improve PPVs, quality and provide a better experience for viewers, PPV producers, most of whom are online retailers and non-professionals in video production, have made efforts to enrich these short-form videos. Despite the great demand for PPV enrichment, these methods have not been systematically explored, and their impacts on user experience remain unclear, impeding the improvement of PPVs. This study combined qualitative and quantitative methods to explore the impacts of PPV enrichment methods on user experience. As an exploratory study, we focused on PPVs of female fashion products on Chinese e-commerce platforms. We collected 240 PPVs and summarized ten enrichment methods from them accordingly. A questionnaire-based experiment, including 48 participants, was then conducted to explore the impacts of these methods on the experience of PPVs. Results indicated that eight out of ten methods effectively improved PPV experience from multiple dimensions. This study brings insights for exploring PPV enrichment from the perspective of user experience and provides support for PPV production process.