Watch, Decide and Share: the Role of Web Video Information ... · International Journal of Video&Image Processing and Network Security IJVIPNS-IJENS Vol:14 No:05 7 145105-1818-IJVIPNS-IJENS

International Journal of Video&Image Processing and Network Security IJVIPNS-IJENS Vol:14 No:05 7

145105-1818-IJVIPNS-IJENS © October 2014 IJENS

I J E N S

Watch, Decide and Share: the Role of Web Video

Information during the Buying Decision Process

(September 2014) Danielle Gomes

1, Raíssa Sales

2, Fabiane Cavalcante

3, Camilla Carvalho

4

University of Fortaleza (UNIFOR)1,2,3,4

Abstract-- This paper aims to analyze the role of online information accessed in virtual environments via video sharing

during the buying decision process. It was conducted a

qualitative study based on exploratory method. For the data

collection, it was done an in-depth interview, conducted in person

and virtually with 25 consumers that recognize the Web Videos as

a source of information during the buying decision process. As a

result, it was identified a model of buying decision process based

on Web Video information. This study advances the

understanding of consumer buying behavior, especially

considering Web Videos. In this sense, it gives evidence of

highlighting the importance of monitoring the media in order to

understand the consumers’ perception regarding brand and

product.

Index Term-- buying decision process; online information; Web Videos.

I. INTRODUCTION Because of the explosive growth of electronic commerce and the rapidly increasing number of consumers

who use interactive media, Web Video and searching engines

for pre-purchase information and online shopping, this paper

aims to analyze the role of online information accessed via

Web Video during the buying decision. In addition to that,

some recent works highlight the relevance in addressing the

buying decision process and the online information: [1], [2],

[3], [4], [5], [6], [7], [8], [9].

Deciding a purchase based on experiences reported

online by testimonials via video about a product or service

usefulness before buying it are some of the possibilities that

consumers share in a Web Video community.

Regarding the Web Videos, it is worth mentioning

some data about the YouTube (the sharing reference

community among netizens): a) more than 1 billion unique

users visit the site each month; b) over 6 billion hours are

watched each month on YouTube – that’s almost an hour for

every person on Earth; c) 100 hours of video are uploaded

every minute; d) 80% of YouTube traffic comes from outside

the US); e) the community is located in 61 countries and

across 61 languages ; d) millions of subscriptions happen each

day. The number of people subscribing daily is up more than

three times since last year, and the number of daily

subscription is up more than four times since last year [10].

In order to attain the proposed objective this study

has a qualitative character and an exploratory nature. For the

data collection it was used the in-depth interviews with 25

consumers who recognize the Web Videos as a source of

information on purchases. The paper is divided into three main

parts, besides the conclusion: a) the theoretical contributions

regarding consumer decision making based on online

information and Web Video; b) the methodological approach

used for the research and c) the results, discussions and

considerations.

II. CONSUMER DECISION MAKING The buying decision process comprises a process in

which the consumer is faced with a problem: to buy or not to

buy the product or service? But before that question, a number

of procedures and choices shape a path from consumer to the

product. In this trajectory, the information disclosed in the

media, among groups of friends, family or strangers, in person

or digitally, become sought by consumers in order to base and

encourage a buying decision.

Regarding the conceptualization, according to [11]

(p. 191), decision making is a constructive procedure, "[...]

which includes making the best choice between two options,

reducing the effort of making decision, minimizing negative

emotions and maximizing the ability to justify the decision.

"In the construction of decision making, consumers are

inserted in a dynamic process of choices that consider the

changes and trends of the market, but mainly, their perception

and their shopping experiences.

Researchers such as [12], [13], [14], [15] and [16]

believe it is from the problem recognition that the subject

begins the process of decision. In seeking solutions,

alternatives are assessed, options are chosen, until one reaches

the result, the purchase.

Reflecting on the online information regarding

products and services, the study refers not only to display the

content posted in the official brand pages, but mainly to the

accessing of shared information among consumers in the

opinion review about: their experiences, the products images

at the time of consumption and posted videos by experts,

celebrities and bloggers. Therefore it was observed that the

inclusion of consulted information in virtual environments can

be viewed as a starting point for decision making during the

buying process in store or via website.

Technological advances facilitated the access to

information and streamlined, in terms of time and space, the

search performed by a consumer. In a few minutes from home,

work or on the shelves, information as models, brands, prices

or recommendations can be accessed for a purchasing

decision. According to [17] (p. 11) consumers "[...] live, learn



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and make decisions today from: ratings and reviewing sites,

friends, websites, social media, at home or in transit, and

(more than ever) through videos.” For the author, consumers

learn from: the results of surveys, analyzes of other users, the

four-star ratings, the ad text, ad images, headlines, videos and

official websites and then shall inform and decide on the

ZMOT- Zero Moment Of Truth.

The process of consumer decision making, according

to [17], comprises a "new mindset", simplified in four steps:

1) stimulus; 2) ZMOT; 3) FMOT -First Moment Of Truth or

FMOT (shelf); and 4) second moment of truth (experience).

The ZMOT can therefore be conceived as the moment when a

person accesses a connected device to the internet to get

information about a product or service, which he/she is

thinking of trying or buying [17].

TABLE I

What a zero moment of truth does?

It happens online, usually starting with a search on Google,

Bing, Yahoo, YouTube or any other search engine.

It happens in real time, at any time of the day. More and more

can happen in moving moments – researches made on mobile

devices, for example.

The consumer is in charge, extracting the wanted information,

instead of passively receiving it from others.

It’s emotional. The consumer needs and wants to satisfy an

emotional investment in order to find the best solution.

The chat is multidirectional, with marketers, friends, strangers,

sites and specialists. Everyone has something to say and

compete to capture their attention. Source: Adapted by the authors from [17].

The FMOT comes from a decision making in the

buying environment, on the shelves. According to [17], the

term was coined in 2005 by Procter & Gamble and indicates a

phase in which the sources of information offline and also the

memory are appealed to facilitate consumer's decision.

The second moment of truth comes from an

experience with a product. It would be, therefore, the post-

purchase. This moment can turn into a ZMOT for a next

consumer who searches for online information. That can

happen considering that the experience with a product or

service is shared on the network [17]. A poster with photos

published in social network about an item of beauty, for

example, may be sufficient for a consumer who is seeking

product information to decide whether or not purchasing it.

The ZMOT bases its power on the experience of

social networks, since it allows listening, sharing and

interacting, having as reference the opinions of others. Thus,

the Zero Moment of Truth becomes a tool for consumer

decision making and an opportunity for companies that wish

to generate an argumentative communication with a big

impact [18].

When considering online search as the time followed

by the stimulus, as well as the mental model presented by

[17], the work by [19] exposes the proposal of Dentsu - a large

advertising agency in Japan. The agency launched AISAS

model to describe consumer behavior on the Internet.

According to the authors, the consumer is attracted to a

product that he/she is interested in, then search at the web an

information, purchase it and, finally, share their product

experiences and reviews on the network.

A. The search for online information

The searching process for online information begins

with the search for a related topic; it is presented in real time

with consulted and accessed information through search

engines and controlled by the consumer. The online subject

selects, extracts, processes and organizes information shared

by others, which, taken by emotionality, qualitative and

quantitative concepts are expressed in an evaluation system,

influencing the buying process [18].

When considering these steps, it is essential to

recognize the importance of accessing information, which

involves the search and media sources, and influence all the

following steps until the final buying decision.

Reference [14] presents factors for pre-purchase

phase in traditional processes that are used by this research as

well as in auxiliary search online. A theoretical investigation

did not find a study that presented the aspects related to the

product, the situation and the personal characteristics of

consumers to search online. According to [14], when someone

engages in a search for product information, consumers

establish a relationship with factors that influence the quantity

and searched data and motivate this demand. These factors

depend on the buying situation, the product and the degree of

consumer involvement with the consumption act.

The products factors consider: the long time between

purchases (long lasting product or infrequent use); frequent

changes in product style; frequent price changes; purchasing

large quantities; the high price; the many brand alternatives;

and the characteristics variation. Regarding the situational

factors, they comprise: the first purchase of the product; new

product; previous unsatisfactory experience with this type of

product; buying gift; socially visible product; discretionary

purchase (no need); the alternative product that show desirable

and undesirable characteristics; family members disagreement

on the product requirements or alternatives; using the product

varies in groups of important reference ; buying that involves

ecological considerations; and many sources of conflicting

information.

The consumer factors are related with personal issues

and guide the search for definition of respondents, such as:

demographic characteristics, education, economic status, age

range, personality, and other factors involved in consumer

choices [14].

The influences on buying decisions are related to the

pulse market that lead the consumer to buy, according to the

models, brands and available possibilities [14].

B. Web Videos as a source of searching information

According to [7], trough publications released on

sites like YouTube, Vimeo and FileFront, which allow sharing

video content, it is possible to get much more than a choice



I J E N S

based on short texts recommendations. This is the picture

reality, much more easily understood and with less bias.

Regarding the technical issues surrounding the

production and videos viewing, [17] notes that a great amount

of information is visual, highlighting the Smartphone as

booster of this phenomenon, since it facilitate the display and

video production. The immediacy and technologic mobility

used in these devices boost the netizen participation by

sharing or viewing videos. According to [17] (p. 56), “the

young adults of today had cameras on cell phones in their

pockets since they were old enough to have pockets. They feel

perfectly comfortable in using video to tell others about the

products of their lives.”

The preparation and the daily videos access, as well

as the media popularizing, expand their use and share interests

not only in entertainment, but in education, tourism, shopping,

among other experiences.

For [20] (p. 4), the Web Videos deal with a particular

audiovisual format, navigable and playful, interactive and

emerging, which is already being constituted in the process of

convergence, and is viewed as a power in many videos

already available on the web. Thus, Web videos are

understood not as replicated or adapted materials from one

media to another, but produced specifically for being

published on the web and accessed online.

According to studies of [21], in which the authors

seek to identify a typology of posts of certified Internet video,

one type of observed posting is the exclusive, suitable for Web

Videos. For the authors, these are the audiovisual that are

formatted to be watched on the internet. In this sense, they

have their own web language and aesthetic and use

exclusively source, images and peculiar modes of editing.

These contents are produced to be experienced in the

network, but they go beyond cyberspace since they are

appropriated by individuals to the point of interfering in their

everyday decisions. The shared information on the web via

Web Videos and sought by consumers as a reference source of

information to purchase products or services, therefore,

determine the Web Video as a media used to accelerate and

expand communication among consumers.

III. METHODOLOGY The study can be classified as qualitative and

exploratory. This kind of study is indicated when the objective

is to investigate factors that involves phenomena, presenting

perspectives or meanings assigned by individuals or groups

related to a social problem and, besides that, it is still a young

field, having little explored aspects ([22], [27]).

Regarding the selection of respondents’, it is worth

noting the delimitations cited by [23] about "individuals-type".

According to the authors, this type of population is used in

exploratory and qualitative researches, and it is appropriate

when the research purpose seeks richness, quality and in-depth

information, ignoring the quantity and standardization.

Some criteria were used for selection of individuals

surveyed. We considered the factors determined by [14]: a)

young people in the age group under 35 old; b) good

schooling; c) other personal factors such as high involvement

with the product and satisfaction in looking and buying.

It was chosen to search young crowd because of the

accessibility that this group has to the internet and to new

media. According to [24], most Internet users are concentrated

in the age group of 12 to 34 years (63%). It was still chosen in

an attempt to define "good education", the group of

individuals with academic experience (undergraduate and

graduate students).

The subjects also became responders by recognizing

the Web Videos as a source of information during the buying

decision process. According to [25], during the selection of

respondents for using the interview technique, the researcher

seeks to collect information based on the subjective

experience of a source that holds the necessary information for

the research.

The interviewees were selected in person and

virtually from the researchers’ networks contacts. In order to

get a broader subject selection in relation to the population of

Internet users and consumers who use online information on

products and services, individuals from different Brazilian

regions were identified.

The election of subjects consisted in 25 respondents

aged between 18 and 34 years old, divided as follow: a) 12

were male and 13 female; b) 19 undergrad students and 6 grad

students; c) 18 live in the Northeast of Brazil (Ceará, Paraíba,

Pernambuco and Rio Grande do Norte); d) 4 live in the

Southeast of Brazil (São Paulo); e) 1 live in the South of

Brazil (Santa Catarina) and f) 2 live in the North of Brazil

(Pará).

For data collection, it was used in-depth interviews.

The instruments of data collection were individual semi-

structured interviews conducted in person or in a virtual

environment. A script was developed with 18 questions based

on: a) the consumer perception regarding shared information

by Web Videos during their buying decision and b) the

experiences of the interviewees with the recommendations and

reviews posted in video.

The face-to-face interviews were 6 in total, they were

conducted in an average of 20 minutes audio taped and later

transcribed. The online interviews, totaling in 19 people, were

done by chats on social networks and had an approximate

duration of 27 minutes. They were also recorded in message

boxes created for each one of the respondents. The collection

stage occurred within three months and observed the

saturation criteria by repeating the data [26].

The data analysis was done based on the content

analysis technique. The interviews were recorded, interpreted

and described qualitatively, considering the theoretical

framework and the objective of the study.

IV. RESULTS

A. The searching process for information in sharing virtual

environments

Based on the theoretical framework and the collected

interviews, it is proposed a "Model of consumer decision

making in virtual environments" (as shown in figure 1). The



I J E N S

proposed model adds other phases and develops the search for

online information, considered as introductory in the models

suggested by [17] and [19].

The consumer decision in virtual environments

involves two basic steps of the consumer decision that can be

performed at different times or in sequence. They are

organized into processes: 1) the purchasing decision process

and 2) sharing experience process. The first goes from the

stimulus and purchase recognition, through the stages of

search, selection and evaluation of online information until the

final acquisition. While the second, which presupposes an

acquisition, begins with the consumption experience, which

may be published online or not. So, it follows to evaluate this

experience, with the establishment of a negative or positive

opinion about the product or service. This one involves the

production phase of a content to be released; and ends on the

online information sharing via a publication on social

networks, sharing sites, reviewing sites and blogs. It is

relevant to emphasize that the second process can conceives

into two possibilities: the total purchasing satisfaction or

bringing up a new purchase necessity.

Fig. 1. A Model of Consumer Decision Making in Virtual Environments. Source: Prepared by the authors based on research data and theoretical framework (2014).

The consumer decision in virtual environments involves two

basic steps of the consumer decision that can be performed at

different times or in sequence. They are organized into

processes: 1) the purchasing decision process and 2) sharing

experience process. The first goes from the stimulus and

purchase recognition, through the stages of search, selection

and evaluation of online information until the final

acquisition. While the second, which presupposes an

acquisition, begins with the consumption experience, which

may be published online or not. So, it follows to evaluate this

experience, with the establishment of a negative or positive

opinion about the product or service. This one involves the

production phase of a content to be released; and ends on the

online information sharing via a publication on social

networks, sharing sites, reviewing sites and blogs. It is

relevant to emphasize that the second process can conceives

into two possibilities: the total purchasing satisfaction or

bringing up a new purchase necessity.

From this proposed model it can be considered that,

in recognizing the need for information, future buyers follow

the stages of searching for online information, searching and

selecting Web Videos and also assessing information on Web

Videos.

Buying Decision Process

Sharing Experience Process

Other web pages (Social network, blogs, corporate pages, commercial pages,

reviewing sites and sharing sites).

serch/research

Sites

Buying planning (price, time frame, delivery time).

Need of

purchase

Search for

online

information

Selection of

online

information

Purchase Apreciation of

online

information

online and

offline stimuli

Sharing Sites

dcompartilhamento

Blogs Reviewing Sites

drecomendações Social Network

Online sharing

information

Positive opinion

Negative opinion

Consumption

experience

Experience

evaluation

Content

production

Online

exposure

experience

Disclosure of

online

experience



I J E N S

The Buying Decision Process Based on Web Video

Information

From the phases observed in the searching process

for information in virtual environments by video-sharing, it

was proposed a process including the buying decision. In this

sense, it was conducted a consumer buying decision process

based on searches for information on online shared Web

Videos. The process, identified in the collected data, starts

with the needing of information, followed by the process of

searching for information on Web Videos and goes through

online information scope until the appreciation of Web Videos

information and, finally, ending with the purchase (see figure

2).

Fig. 2. The Buying Decision Process Based on Web Video Information.

Source: Prepared by the authors based on research data (2014).

The process of buying decision based on Web Video

information is finalized with the purchase but, after that, the

consumer is faced with the transition to the process of

experience and sharing. That’s because, after the consumption

of the product or service, the consumer shares hers/his

experience and may contribute with the purchasing decision

processes of others.

a) Need for information

The phase of information requirement begins with the

recognition of a need or desire in buying something. This step

can presuppose stimuli, in this sense the consumer may have

been stimulated by online or offline elements. This can happen

when the consumer is influenced by advertisements on TV,

magazines and Web Videos, or even opinions and photos

released by a consumer profile on a social network, as

reported by some respondents:

I look for advertising on a company or a netizen

profile on Facebook (99% of the time. The 1%

remained is by Instagram). I click on the link that

directs me to the website, and then I look where the

site and all their products are from (Respondent 1).

I follow many bloggers and often my inclination is to

buy what they consume. After looking at the blogs, I

do the search with the product in mind (Respondent

17).

With my online friends or playing online, they

comment about a product or show that they are using

it during the chat, or the debating, so if that product

attracts me, I’ll look for more information about it. I

believe this means that my friends also encourage me

to purchase (Respondent 18).

Scope of

online

information

Need of

information

search/research

Sites

Selection of

Web Video

Purchase Appreciation of the

information on Web

Videos

online and

offline Stimuli

Sharing vídeo Sites

Search for Web Videos

(product, service or

brand)

Sharing experience

Sharing Sites

commercial pages

Coorporate pages

Blogs

Reviewing Sites

Social network

The Buying Decision Process Based on Web Video Information



I J E N S

I always take a look on Capricho Magazine and on

its website has a page where every week a new

product comes out. This directs me to search and

purchase, of course (Respondent 20).

The step of need of information can also be marked

by uncertainty. Consumers do not know about the existence of

the desired information through Web Video and in this way

become undecided before searching. Anxious to find some

broader information they search for appropriate keywords or

simply write the name of the product. From those pages, they

go to the sharing sites.

b) The scope of online information

To proceed to the scope phase of online information,

consumers are directed to various virtual environments. When

asked about what would be the first source of information

about a product or service (after the need of information),

almost all respondents mention the internet and the research

on searching sites as the beginning of the search. The

identification of searching sites as the starting point ratifies the

comments made by [18] and [17], who observed that

searching for online information begins with a searching

through the engines search and it is followed by further

investigation.

The research identified that consumers start in the

searching pages, by doing a brief search (with general terms)

or a substantial survey (with keywords or detailed phrases

about a subject, product or a specific service. Then based on a

quick view of the information in the searching page or by the

order that data appeared in the screen, consumers gather a

number of websites for targeting relevance. Finally, with a

reduced set of information or sources, they apply a

delimitation of advantage, defining the necessary information

for the buying decision. In this last phase, consumers select

blogs, social networks, reviewing sites, sharing sites, sales

pages and institutional sites for further search. It can be

attested by the description of the searched respondents:

I write keywords at Google and look for

reviewing sites, forum or sites that show

real people talking about the product / service

(Respondent 11).

I search at Google and I select specialized

sites on certain product / service to research

the pros and cons. I always search at sales

sites, forums, magazines and blogs that cover

the market of the product/service that I will

buy (Respondent 19).

First I search at Google, then I open the first

three links, usually a review of a website or a

blog, then the next sites and blogs show links

to YouTube (Respondent 20).

First I search on Google the manufacturer's

website, then in other sales sites and then I

seek comments about the products

(Respondent 17).

First I search the product in the internet

through Google searching engine and then I

look for comments in reviewing sites, in order

to observe the most recurring complaints.

After that, I analyze and decide whether it will

impact or not in the product use. I still look

for reviewing sites or blogs that write about

the main product features of the products, as

well as their strengths and weaknesses

(Respondent 16).

Consumers direct their search to other web addresses,

including the sharing sites, which include the videos. The

video-sharing pages can be selected in other virtual

environments or by a directed manner. The first one concerns

to the possibility of reaching these pages by finding

publications from other netizens who used the videos to

enhance or illustrate their information - as usually happens in

blogs and social networking profiles. Another possibility is the

netizens directly seeking the sharing video sites. One way or

another, in these pages, the survey highlights the Web Videos

([20], [21]).

It is relevant to highlight that the online information

scope phase can define the continuity for the next step or the

search for Web Videos, when it really impact the consumer.

While is identified and selected the virtual environments to

expand the research, the amount of audiovisual information

defines the consumer decision in continuing the search, but

now, focusing on the Web Videos, and consequently, making

them values the media. On the other hand, if they do not

establish a significant amount of Web Videos during the early

stages; consumers may turn to other media or possibilities of

online information.

c) Searching for Web Videos in sharing sites

Before sharing and comment, it is necessary to access

the posts and in the case of Web Videos, is necessary to share

pages. The paths taken by consumers to visualize Web Videos

were identified by the respondents into three possibilities: 1)

by the subject in a searching site; 2) by visualization or

recommendation of another net user; and 3) by the video-

sharing site. Some of the consumers also access the Web

Videos combining two of these alternatives, since three of the

consumers said they use search sites and publications from

other Internet users to reach the video pages.

At video-sharing sites, consumers perform a new

search, at this time specifically regarding publications for

audiovisual products and services on the web. Through

keywords, usually the names of the products, services or

brands, consumers find a list of posts that have some relation

with the word and start to watching it.

Regarding the search of information, Schiffman &

Kanuk (2000) highlight that besides the steps taken to access



I J E N S

the pages and Web Videos, some factors can influence this

stage. In this work were found some factors related to

products or situations designed by the consumer at the time of

seeking Web Videos. Regarding to situations where

consumers are involved, respondents highlighted: a) the first

purchase of the product; b) a new product; c) many sources of

conflicting information; d) the utilization of the product differs

from important reference groups; e) gift purchasing; f) a

discretionary purchase (no needing purchase); g) all

alternatives show the product desirable and undesirable

characteristics; h) relatives disagree with the product

requirements or alternatives and i) previous unsatisfactory

experience with a specific type of product.

According to 11 respondents, the most important

factor to define the search for Web Videos information is the

desire of really wanting to realize a first buy of a product or

service. In second place, what defines the demand is the fact

of buying a new product on the market.

TABLE II

Situational Factors that Influence the Web Video Information Seeking

Situational Factor Citation Quantity

First time purchasing the product 13

New product 12

Many conflicting sources of information 5

The use of the product differs from important groups of reference 3

Family members disagree with the product requirements or alternatives 3

Gift purchasing 2

All of the products show desirable and undesirable characteristics 2

Purchase is discretionary (no needing purchase) 1

Unsatisfactory previous experience with this type of product 1

Source: Prepared by the authors based on data from research and theoretical framework (2014).

It was not mentioned by consumers factors such as "socially

visible product" and "purchase involves ecological

considerations". That means that consumers who seek to know

more about a product or service are not influenced by the

evidence or the social importance of a brand or product. The

ecological aspect of a product - or the environmental appeals –

was also not considered as a determinant influence for this

type of search situation.

In terms of product characteristics, consumers define

the demand for information on Web Videos based on the

following factors: a) many brands alternatives; b) a lot of

characteristics variation; c) long time between purchases (long

lasting product or infrequent use); d) high price; e) frequent

changes in product style; and f) frequent price changes.

The many alternative brands in the market were the

biggest factor mentioned in the interviews as the question

addressed. A total of eight consumers recognized the

dominant influence of this factor, indicating it as the most

relevant to seek Web Videos information. Then, the product

variation features and the fact of the product is long-lasting or

infrequent use were cited by five respondents respectively.

TABLE III

Products’ Influence Factors in Web Video Searching Information.

Product Factor Number of

Citation

Many brands alternatives 11

Many characteristics variation 5

Long time between purchases (long lasting product or infrequent use) 5

High price 4

Frequent changes in product style 4

Frequent price changes 3 Source: Prepared by the authors based on data from the research and the theoretical framework (2014).



I J E N S

According to surveyed consumers, the amount of products

intended to buy does not influence the searching information

process in Web Videos.

d) Web Videos Selection

In sequence, the consumer reaches the stage called in

this paper as “Web Videos selection”. As noted by [18], the

online subject selects, extracts, processes and organizes

information shared by others. Some consumers consider the

profile and expertise of the sharer, as well as the comments

and Web Videos views:

I take a look at the profile of the person that

has published it, the posting time, the

comments and video quality (Respondent 2).

I look for videos with many views and I see the

comments about the author of the Web Video

(Respondent 4).

I care if the person has a good intention at

the time of the product reviewing, as well as if

he/she is an expert on the subject (I observe

this through similar videos later posted and its

amount of viewings), as well as the user

profile information available in the YouTube

channel (Respondent 16).

I take a look on the views, on the amount of

videos and issues that a person publishes, I

also take a look on the amount of “likes”, on

the comments and if there is something

against or in favor of the one who had posted

it (Respondent 19).

I look for the amount of access and comments

about the video and I also check out the

source, the author and his merits on the

network (Respondent 25).

In order to watch the Web Video, some netizens

confront the posted information or analyze the qualities of the

content:

I always compare the videos by its content and

consistency through the text and images of the

product demonstration (Respondent 5).

I always try to gather as much as possible

information and then I analyze the quality and

quantity of the posted information

(Respondent 11).

I verify if the information in the videos is

conflicting or not (Respondent 12).

I compare similar models; I look for the best

price and best payment conditions and

delivery timing. I search and analyze the

negative and positive recommendations

(Respondent 19).

Another way to select Web Videos is to analyze them

by reference groups found in the publication. Some consumers

consider most relevant posts from experts, while others

observe the neutrality of ordinary consumers when they

express their views after experiencing a product or service:

I make a general comparison among the

official videos of the company, the videos of

experts and common users (customers who

had already purchased the product / service).

If posted by a trusted site, or by a known

company, the information gives me reliability.

This creates security and confidence. In the

case of comments to prove the customer care

and to assess the degree of satisfaction, videos

from the internet seem more important to me

(Respondent 9).

A simple comparison, if it is from an expert, is

more important, but if it is from an unknown

person, I research more videos to compare

with the expert. Only then I believe it

(Respondent 17).

From the interviews, it was identified a set of aspects

considered by consumers for selecting Web Videos. That set

was organized as a strategy to choose which publications

would be a source of trusted online information in the

purchasing decision process. In Table IV it is shown and

explained all the seven strategies.

e) Appreciation of Web Videos information

Before purchasing, buyers add another stage to the

process since they include deliberations based on the Web

Videos information. At this moment, they get help by getting

information from traditional reference groups (such as friends,

family and netizens that had a previous experience) or in other

media and pages, as shown below:

The internet is the first source, but in case of

others sources, before deciding even friends who

already have the products are always a good source

of information (Respondent 2).

I look for information on the internet, I also

read about the product (... )Then, to decide, I

still look for information and opinion in magazines

and with close people (Respondent 3).



I J E N S

I look for information on blogs and YouTube

videos and then I listen to opinions from

other friends who had already purchased the product

and who also like to see reviews on blogs

(Respondent 20).

TABLE IV

Consumers’ Strategies of Selecting Web Videos in the Buying Decision Process.

Strategy 1: Combining information

It takes place in two moments of combining information:

Initially, the consumer elects Web Videos with positive and negative information and then

The consumer separates them by relevance, according to his/her interest or information similarity.

Strategy 2: Analyzing published access, comments and classifications

The consumer observes how many times the Web Video was watched or if it is among the most accessed Web Video by others netizens;

The consumer takes a look on the Web Videos’ reviews made by others netizens;

The consumer considers the classification of others netizens, i.e., the amount of "likes" and "dislikes" in relation to the Web Video.

Strategy 3: Comparing opinions

The information is compared among Web Videos made by: organizations, evaluators, experts or people who had already tried the product or service.

Strategy 4: Distinguishing by references groups

The consumer separates and validates the gathered Web Video information from reference groups, such as: celebrities, bloggers, consumers, friends and experts.

Strategy 5: Analyzing the netizen sharer profile

The sharing netizen is analyzed by his/her profile on the shared site. It is observed general identification, such as: name, photo and the history of the netizen posts on that page.

Strategy 6: Observing the technical characteristics

The consumer observes the image quality and the video production in order to consider or not the publication. For some netizens, good technical characteristics can represent sponsored

videos, while for others this characteristics means credibility.

Strategy 7: Evaluating the content

The consumer observes the content in order to select a Web Video and an information. Elements such as quantity, quality and content consistency are considered as very important

during the evaluation. Web Video with little information, without references or that doesn’t

make sense in relation to the content is not selected by the consumer. Source: Prepared by the authors based on research data (2014).

B. The Relevance of Web Videos in the Purchasing Decision

Making

Videos are among the main sources of consumer

[17]. In order to identify the relevance of Web Videos as a

reference, information for online respondents, there were

designated some questions to consumers regarding the use

of the media in the purchasing decision process.

According to 18 consumers the Web Videos were

considered by almost all respondents as an important or

very important tool during the buying decision process. The

consumers surveyed highlighted some particularities related

to the function of these publications during the buying

decision process:

Removing doubts is the main relevance of

these videos. It is possible to see

colors, shapes, sizes and real functions

(Respondent 1).

Videos can (…) show how to use a product

or even reveal complaints about a certain

product (Respondent 7).

[...] I look for videos on YouTube to learn

more about the product or read posts from

those who already have the product

(Respondent 12).

[...] If I desire more detailed information

and fully understand the operation of

products/ services, I look for videos that

explain or evaluate it (Respondent 14).

[...]Watching a video, I see the product in

operation and other additional information.

[It is] more complete and demonstrative

(Respondent 15).



I J E N S

[...] Watching videos I can have a product

explanation, I can watch tutorials and also

the product working (Respondent 17).

[...] I can see all the product utilities and

whether it is missing something that I really

look for in it or if it has an additional that

calls my attention (Respondent 22).

When it is necessary to understand how the

product works or learning something else

about it, viewing videos is a priority

(Respondent 25).

The collected data allowed the identification of five

types of Web Videos functions types during the buying

decision process, as shown in Table V.

TABLE V

Web Videos Functions During the Buying Decision Process.

Removing doubts when the consumer has a preconceived idea about the product or service.

Advising, via complaints made from other consumers, identifying possible future problems or avoiding

dissatisfactions.

Displaying information about a product or service to consumers who still do not know it.

Teaching the usefulness and functioning of a product or service.

Reporting the advantages in buying a certain product or service.

Source: Prepared by the authors based on research data (2014).

The possibility of watching, via Web Videos, the functionality

and the product physical characteristics was the main peculiar

aspect mentioned by the respondents to this kind of media.

This aspect is linked to the script and content proposed by the

netizen that produced it. It is also valid to emphasize the

importance that the technical resources of audiovisual

productions represent for this kind of media. With them it is

possible to represent verbally, visually and sonically, the

image and the reliable performance of a product or service.

Some authors, such as [5] and [28], highlight this feature as

boosters of using audiovisual by netizens.

It can also be understood that, according to this study

and to [17] observations, the most searched Web Videos for

gathering products and services information are the

demonstration and presentations ones. Regarding the approach

of these demonstrative publications, the media is a valid

reference for the interviewed consumers because of the

following reasons: a) it informs about a specific product or

service (according to eighteen respondents); b) it compares the

products and brands (as stated by five respondents; c) it shows

attitudes and behavior consistent with a group (according to

two consumers).

V. CONCLUSION The Web Video information has a strong importance

and influence in the process of buying decision. The in person

and virtual interviews revealed: the type of information sought

by the netizens at the web, the online buying decision process

and also the demonstration and complaints relevance in social

media and reviewing sites, for the decision making.

It was attested that information that address the

netizens’ experience and opinions are more likely to influence

the buying decision making, while the web is the main source

of information.

In this context, it was observed that the Web Videos

about products and services are sources that perform more

than simply informing function because it works as an online

media that has the netizens participation in: a) removing

doubts, b) advising and c) teaching other consumers.

The identification of the buying decision process

based on Web Videos contributed to show the exactly moment

during the process of decision making that the consumer seeks

for: a) the media as a source of information and b) what are

the steps and criteria to turn it into a reference.

In this perspective, the research allows us to

understand two issues. The first involves the consumer path

(from the online and offline stimuli to the sharing sites),

before viewing Web Videos. The second is about the

purchasing decision process based on Web Video information

that comprises the selection and the appreciation of the shared

information.

Thus, consumers evaluate, validate and compare the

publication regarding its: a) content, b) sharer profile, c)

netizens contributions that evaluated the product or service

and d) technical characteristics. Finally, consumer still can

appeal to previous experiences and traditional reference

groups, such as friends, family and conventional media.

In considering Web Videos as a source of

information and reference for consumers, it was still observed

that sharing this media at the web, the publications can be

exposed to a viral dissemination, working as a virtual word of

mouth. In this understanding, the Web Videos about products

and services have specific characteristics and determinants

factors of influencing the consumer purchasing decision.



I J E N S

Regarding the managerial implications, it is realized

that the products and services posts in virtual environment

allow strategies making focused on consumers needs. The

findings suggest that organizations, via monitoring video-

sharing pages, can use these publications to identify the most

relevant and positive information. In consequence of doing

this, the organization can product more attractive and

profitable Web Videos information. This is not a new strategy

for some companies, but it still has to be more developed in

order to turn the Web Videos a source of promising media.

Another possibility is to use the media to strengthen

relationships with consumers, stimulating the opinions and

experiences exchanges and mainly using the Web Videos as a

feedback mechanism for consumers. This type of action

includes the risk of facing negative publications, inevitable

event for organizations seeking to be attentive to the trends of

virtual environments but, on the other hand, it can shows that

the organization is ready to deal with the reality of

contemporary consumers.

Two theoretical perspectives are drawn from the

study findings. Firstly, this research advances in comprehend

the role of the Web Video during the buying decision making.

Secondly, by proposing a model of purchasing decision

making based on Web Videos, the research defines theoretical

sketches that can be tested and refined by future researches.

Other further researches can be: a) a netnographic

study and b) a study based on other virtual media, adding new

insights about the influence on the purchasing decisions in

specific sectors.

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http://www.youtube.com/yt/press/statistics.htm%3el



I J E N S

Danielle Gomes was born in Fortaleza,

Ceará, Brazil. She received the B.S degree

in Accounting Sciences from Centro de

Ensino Unificado de Brasília (CEUB),

Brasília, Distrito Federal, Brazil, in 1985.

She received the Professional Master

Degree in Marketing, the M.S and the PhD

degrees in Management and all of them from Université de

Nice, France; the first in 1986, the second in 1987 and the

third in 1992.

Since 1996 she is an Associate Professor and

researcher at University of Fortaleza (UNIFOR), Fortaleza-

Ceará-Brazil, and an Undergrad Professor at University of

Ceará State (UECE), Fortaleza-Ceará-Brazil. Her research

interests include marketing history, consumer behavior, online

consumer behavior and consumer emotions.

Dr. Gomes has received some prizes from

United States of America, France and Brazil.

Raíssa Sales was born in Juazeiro do

Norte, Ceará, Brazil. She received the B.S

in Social Communication – Journalism, in

2009; a Specialization Degree in

Communication Consultancy, in 2011 and

the M.S in Management, in 2014. All her

degrees were received from University of

Fortaleza (UNIFOR), Fortaleza-Ceará-Brazil.

From 2010-2013 she was a communication

adviser. From 2011-2012 she was a substitute professor at

UNIFOR and in 2013 she became an undergrad professor at

UNIFOR. Besides that, she also has experience in distance

education courses. Her research interests include

organizational communication, journalism and marketing.

Fabiane Cavalcante was born in Fortaleza,

Ceará, Brazil. She received the B.S and

M.S degrees in Management from

University of Fortaleza (UNIFOR),

Fortaleza-Ceará-Brazil; the former in

1999 and the latter in 2002.

From 1998-2002, she was a Research

Assistant at UNIFOR. From 2002 to 2003, she lived in Ithaca-

NY-USA, where she did some English courses at BOCES and

attended some courses as an auditor student at Cornell

University. From 2003-2007 she was an Associate Professor

at IESC (Instituto de Ensino Superior do Ceará), in Fortaleza-

Ceará-Brazil. From 2009-2012 she was a director in a Kids

Clothing Factory. From 2012-2013 she went back to Ithaca-

NY-USA, where she did again some English courses at

BOCES and participated in the PhD Johnson School opening

house at Cornell University. Her research interests include

consumer behavior, consumer emotions, marketing history

and online consumer behavior.

Mrs. Cavalcante awards and honors include

Yollanda Queiroz Fellowship (a scholarship given for being

the best student among all of Applied Science College

Students at UNIFOR); Honor Master Defense (maximum

grade from all members of the committee) and she also got an

Award Paper in franchising at UNIFOR.

Camilla Carvalho was born in Fortaleza,

Ceará, Brazil. She is currently pursuing a

Master Degree in Management at

University of Fortaleza (UNIFOR),

Fortaleza-Ceará-Brazil. She received the

B.S degree in Management in 2011 also

from UNIFOR. Her research interests

include family business and corporate governance.

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