Access to video websites is an indispensable part of young people’s leisure activities. Providing effective contents of thumbnail images that fit consumer’s desires become an important issue for website owners to survive in the competitive environment. Through by using mixed methods, including means-end chains (MECs), Kano two-dimensional model, importance-performance analysis, factor analysis, cluster analysis, MDS similarity analysis and similarity ranking, the research aims to reveal the followings: “Young people’s cognitive implications of video-sharing websites and thumbnail images: Product- and adverting- strategy formulation", "The similarity analyses of young people’s perceptions toward thumbnail images and their clicking-through behaviors: Development strategy of thumbnail satisfaction", and “Thumbnail estimation and ranking”.
The research contributes: 1) to improve the contents of video-sharing websites and thumbnails derived from consumer’s preferences; 2) to categorize thumbnails with similarity analysis for enhancing consumer satisfaction; and 3) to establish a comprehensive similarity-and-ranking model of thumbnails from the perspectives of consumers. The results of this study can provide not only the academia with insightful information for internet marketing theoretical development but also the practitioners of video websites with effective guidelines for formulating their business strategies.
Chin-Feng Lin, National Pingtung University, Taiwan
Ying-Chen Chen, University of Florida, United States