An examination of electronic video clips in the context of hotel Websites

The Internet has become a major channel for selling a myriad of products and services. To make the on-line shopping experience more vivid, retailers and service providers frequently portray product images and video clips on their Websites. Although the dimensions of e-Service Quality have been studied in various on-line contexts, research focusing on video clips in the context of hotel Websites is limited. The purpose of this exploratory study is to examine how consumers evaluate video clips portraying experiential services such as hotels. Our results indicate that consumers evaluate video clips based on six distinct dimensions: user interface, aesthetics, customization/personalization, assurance/trust, flexibility and virtual human interaction.

Research highlights▶ Consumers evaluate video clips based on six distinct dimensions. ▶ The dimension includes user interface, aesthetics, customization/personalization, assurance/trust, flexibility, and virtual human dimension. ▶ Virtual human dimension may induce positive feelings via customer–employee interactions on video clips on hotel Websites.