온라인 쇼핑몰에 있어서 동영상 제품정보의 사용성이 브랜드 신뢰도와 구매의도에 미치는 영향-건강기능식품을 중심으로-

Online shopping is growing more steeply due to the Corona 19 outbreak and is undergoing many changes. New consumers are introduced, the range of products is expanding, and the method of providing product information is shifting to videos. Therefore, this study was conducted to examine how the usability of the video product information affects brand reliability and purchase intention. For the empirical verification, three different types of video product information were designed: basic, media, and shopping mall type, and then an online survey was conducted for 113 people. Summarizing the result, the usability of video product information affected the brand reliability, and the brand reliability affected the purchase intention. Among three different types, the shopping mall type was superior to the other in terms of usability, brand reliability, and purchase intention. In addition, consumers who had purchased health functional foods online were more positive to usability, brand reliability, and purchase intentions than those who had not. Usability is an important aspect to increase brand reliability, companies should make efforts to improve usability. This study has significance in that it proposes three types of video product information and verifies their usability and usability effects of the design.