Aljukhadar, Muhammad; Senecal, Sylvain - In: Online Information Review 41 (2017) 3, pp. 378-397
Purpose The purpose of this paper, building on the media richness theory (MRT), is to propose that while communicating product information via streaming video should enhance outcome measures, such an enhancement will be evident mainly for users with equivocal, latent goals (i.e. recreational...