Paper Number
ICIS2025-2656
Paper Type
Short
Abstract
Although rich media like videos is increasingly popular in online markets, its effectiveness in conveying service attributes is still unclear. We examine this question in online market for mental health services and focus on two critical counselor attributes: warmth and competence. Based on a real-world dataset and solid empirical works, our results reveal that video-based warmth promotes yet video-based competence hinders client choice of counselors, video-based warmth (or competence) weakens the impact of text-based warmth (or competence) client choice of counselors, and video-based warmth enhances the impact of image-based warmth on client choice of counselors. We contribute to prior studies by showing that the effectiveness of rich media does not always override lean media but depends on the types of service attributes being communicated; moreover, repeating service attribute information via multiple modalities does not necessarily enhance client counselor choices in online service markets.
Recommended Citation
Fang, Haosen; Liao, Ruochen; and Zhou, Junjie, "Understanding the Impact of Videos in Presenting Warmth and Competence in Online Markets for Mental Health Services" (2025). ICIS 2025 Proceedings. 19.
https://aisel.aisnet.org/icis2025/is_health/ishealthcare/19
Understanding the Impact of Videos in Presenting Warmth and Competence in Online Markets for Mental Health Services
Although rich media like videos is increasingly popular in online markets, its effectiveness in conveying service attributes is still unclear. We examine this question in online market for mental health services and focus on two critical counselor attributes: warmth and competence. Based on a real-world dataset and solid empirical works, our results reveal that video-based warmth promotes yet video-based competence hinders client choice of counselors, video-based warmth (or competence) weakens the impact of text-based warmth (or competence) client choice of counselors, and video-based warmth enhances the impact of image-based warmth on client choice of counselors. We contribute to prior studies by showing that the effectiveness of rich media does not always override lean media but depends on the types of service attributes being communicated; moreover, repeating service attribute information via multiple modalities does not necessarily enhance client counselor choices in online service markets.
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Comments
21-Healthcare