Interactive Shoppable Video Strategies for Specific Markets : A Focus on Portugal and Spain
Kadam, Sudarshan (Universidade de Aveiro. Departamento de Comunicação e Arte)
Badajoz Dávila, David (Universitat Autònoma de Barcelona)
Silva, Telmo (Universidade de Aveiro. Departamento de Comunicação e Arte)
Abreu, Jorge (Universidade de Aveiro. Departamento de Comunicação e Arte)

Publicació:	Portugal : Universidade de Aveiro, 2026
Resum:	Connected devices and streaming platforms are reshaping media consumption by enabling interactive, shoppable videos that facilitate real time product exploration and instant buying. This is an interactive shoppable format that merges entertainment and commerce, allowing viewers to engage directly and purchase featured products within the viewing experience. It has the potential to enhance engagement and purchase intent by streamlining the shopping journey through real-time interactivity and context discovery, leading to purchases via an embedded link, with its effectiveness varying across markets due to behavioral, technological, and cultural factors. In this framework, this study examines Portugal and Spain to analyze adoption, user acceptance, and trust in embedded purchasing features. Emerging evidence points to the potential benefits of e-commerce, such as greater personalization and ease of use. Also underscoring challenges related to production complexity, privacy concerns, and the risks of deceptive practices, this paper focuses on Portugal and Spain, introducing three conceptual contributions: (1) Iberian Shoppable Video Acceptance Model (ISVAM), (2) Iberian Interactive Commerce Personas, and (3) Portugal-Spain Comparative Matrix designed to capture behavioral, cultural and technological determinants of interactive commerce adoption. ISVAM is proposed as a conceptual framework, with empirical validation planned through survey-based modelling and structural equation modelling (SEM) in future research. Together, these contributions will establish a framework for analyzing the adoption, trust, and experience of interactive video interfaces among Iberian audiences.
Drets:	Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, fins i tot amb finalitats comercials, sempre i quan es reconegui l'autoria de l'obra original.
Llengua:	Anglès
Document:	Capítol de llibre ; recerca ; Versió publicada
Matèria:	Interactive video ; Interactive ads ; Shoppable video ; Iberian markets ; Embedded purchase ; Connected TV ecosystem ; Portugal ; Spain ; User engagement ; Purchase behavior
Publicat a:	Proceedings of the 14th Iberoamerican Conference on Applications and Usability for Interactive Media (jAUTI 2025), ISBN 978-989-9253-61-2, DOI https://doi.org/10.48528/pazy-q864

DOI: 10.48528/PAZY-Q864

10 p, 279.2 KB

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Llibres i col·leccions > Capítols de llibres