Watch, Decide and Share: the Role of Web Video Information during the Buying Decision Process

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