Abstract:

The aim of the first part of the paper is to look at the current situation related to the consumption of video content from the global point of view as well as on a sample of 221 respondents from eastern Slovakia to identify the relationship between customer behavior and video content in the context of e-commerce. Using descriptive statistics, we focus on gender differences. The results of this study reveal that respondents unequivocally prefer products to be described and presented through video than text or images. In addition to the fact that the consumption of digital video is rapidly increasing, most Slovaks consume such content on a smartphone. Although video is an engaging and versatile format of content that can evoke emotions, we find that respondents' willingness to watch video ads decreases with length. However, given such extremely positive predictions, it is clear that video content not only maintains its position in an e-commerce environment, but is becoming a dominant part of it.