Screencast Videography: Online Consumer Behaviour Methodology

This study presents a novel methodology to studying online consumer behaviour. The paper begins by addressing the increasing role of videography in consumer research. However, with the increasing use of technology, many... [ view full abstract ]

This study presents a novel methodology to studying online consumer behaviour. The paper begins by addressing the increasing role of videography in consumer research. However, with the increasing use of technology, many aspects of consumer behaviour have moved to the digital world. Therefore, the use of screencast videography as shown in this study allows for capturing videographic evidence of otherwise unobservable experience. The protocol of the method is detailed in the paper followed by critical incident analysis of ten videos (ranging between 5-35 minutes). The analysis has allowed a mapping of the experience journey, highlighting the main critical incidents and the contexts (e.g. purposeful vs. purposeless browsing) that shape the experience.
In addition to its methodological contribution, this study provides great insights on an otherwise unobservable phenomenon. Furthermore, it presents the ‘fashionscape’ as a concept tailored especially to understanding the online fashion shopping environment in its visual, verbal, social and educational dimensions.