ESCP Europe

Item type

Study and report

Dissertation

• MIM Master in Management Grande Ecole

Language

English

Publication year

2011

Subjects

ELECTRONIC COMMERCE - PRODUCT PLACEMENT - VIDEO - CONSUMER BEHAVIOR

Geographical area

ALLEMAGNE

Online shopping has experienced a tremendous growth during recent years. Numerous new concepts have emerged throughout this period. One of the most recent developments is an online-video-shopping system. The system allows consumers to watch an online video and purchase products that are shown within the video merely by clicking on the respective product. The system provides the consumer with a one-stop shopping concept with only three clicks to a completed purchase. This research paper will focus on the customer acceptance of this new concept and evaluate which kind of product is most likely to sell in this form of shopping environment.