The impact of product review videos on electronics consumers

Abstract

Electronic products are becoming an indispensable part of people's lives. But most people only know how to use electronic products, they do not understand the specific value of them. At this point, some consumers will look to the review videos uploaded by professionals to help them decide which electronic products to buy. The purpose of the thesis is to investigate why and how electronic product review videos on the Internet influence consumers' decisions when purchasing products. The aim is to provide information to viewers, related video creators and product vendors. The thesis adopts induction and qualitative research method. The qualitative study data were semi-structured questionnaires for a specific population. The respondents were people who had watched electronics review videos on YouTube and planned or had planned to buy electronics. The results of the study show that electronic product review videos have an impact on almost all consumers. But the influencing factors mainly come from the product itself. The influence of the opinions of professional commentators on consumers is not very significant. Moreover, negative comments by commentators have a higher impact on consumers than positive comments.