Investigating Malaysian youth's preferences: long-form vs. short-form product review video when considering high-involvement product

Go, Yi Hang (2025) Investigating Malaysian youth's preferences: long-form vs. short-form product review video when considering high-involvement product. Final Year Project, UTAR.

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Abstract

When purchasing a high-involvement product, which is usually identified by its greater price and great personal significance, careful research and trust are necessary. The purpose of this research is to find out which type of product review videos youths in Malaysia prefer, long or short-form, and what factors influence those choices. The study utilises a quantitative research design and distributes an online survey to fifty participants aged between 15-40 years old, who spend a lot of time in a digital context, intend to purchase a high-involvement product, and have gotten in touch on product review videos via social media platforms using Google Forms. To gain insight into the watching preferences of the intended audience, the Statistical Package for the Social Sciences (SPSS) is used to analyse the obtained data. Initial findings reveal that perceived depth of understanding, clarity of product feature demonstration, helpfulness in resolving doubts, credibility, effectiveness of product comparison, presentation of pros and cons, addressing product concerns, emotional attachment, level of assurance, influence on post-purchase regret, ability to reduce post-purchase regret, reduction in post-purchase financial concerns, and increasing post-purchase confidence significantly influence Malaysian youths’ preferences toward long-form versus short-form product review videos when considering high-involvement products. Marketing professionals and influencers can create compelling product review content that appeals to Malaysia's youth consumer base by taking into account these preferences and considerations. The limitations in this study are that the Wilcoxon Signed-Rank Test only compares the rank of differences instead of the actual size of the differences, the presence of ties may slightly reduce the strength of the statistical results, and the sample size is limited to Malaysian youths. Hence, the finding may not be generalised to older consumers. For future recommendations, the research can include a more diverse sample with different age groups, income levels, and geographic areas. Investigation of consumers' preferences on video formats across different mediums can also be considered with different research instruments, such as interviews or experiments, to get a deeper insight into why consumers trust certain video formats more than others. Keywords: consumer decision-making process; high-involvement product; low-involvement product; product review video; long-form video; short-form video, Subject Area: HF5410-5417.5: Marketing. Distribution of products

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