The Role of Product Listing Quality (Images, Videos, Specifications) in Influencing Consumer Purchase Intention for Home Appliances Online

Abstract

Online market places have emerged as one of the major channels used to buy home appliances but the chances of high uncertainty remain high in appliances as product of high value that cannot be viewed physically prior to purchase. This paper explores how the quality of product listing, that is, three elements, product images, product videos, and product specifications, can affect consumer purchase intention of online purchased home appliances. Quantitative, cross sectional survey design was used and primary data was gathered by using a sample of 384 consumers who had purchased or had considered purchasing home appliances online using online marketplaces. The questionnaire had surveyed the perception of the respondents in terms of quality of listing and purchase intention as well as the listing related cues that could affect the evaluation. The findings reveal that the quality of product listing is significantly and positively correlated with purchase intention, which confirms that the great quality of pictures, handier videos, and more precise specifications are associated with greater intentions to buy home appliances online. According to the regression findings, the quality of specifications is the strongest contributor of the purchase intention especially when specifications are complete, accurate, well presented and compared across the models. Videos of application and the main features of the products tend to make a positive impact as well, as it enhances consumer knowledge and trust. Simultaneously, the results reveal that the uncertainty cues decrease the purchase intention such as ambiguous or inadequate images, unsupportive or suspicious video information, or anxieties related to delivery or installation and warranty or return policies. The paper concludes that online retailers and marketplaces may intensify consumer purchase intention towards home appliances by focusing on completeness and accuracy of specifications, enhancing comparative support, offering clear multi angle images and practical demonstration videos, and lessening uncertainty by the means of transparent delivery, installation and post sales information.