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ACTOR'S VS. OBSERVER'S PERSPECTIVES IN VLOGS
Akinori Ono,Aoi Matsuzaki,Junya Kunitake,Katsumi Arita,Mao Sinya,Nao Nitta,Nobutaka Ninomiya,Risa Tsuboi,Tomoaki Nakamura 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Previous research has compared still images employing the actor’s perspective to those employing the observer’s perspective and found that the former increases service evaluations if the consumers are promotion-focused, whereas the latter increases service evaluations if the consumers are prevention-focused. The research compares three kinds of vlogs, i.e., vlogs employing the actor’s perspective, vlogs employing the observer’s perspective without the actor’s face, and vlogs employing the observer’s perspective with the actor’s face. The results show that the highest service evaluations are induced by the actor’s perspective in case of promotion-focused consumers, whereas they are induced by the observer’s perspective without the actor’s face in case of prevention-focused consumers.