A Study of the Influence Review Video Versus Static Product Images on Online Purchase Decision of College Students: Evidence From Amazon, Flipkart, Myntra

The rapid growth of e-commerce has transformed how consumers evaluate and purchase products, particularly among college students who are highly engaged with digital platforms. This study examines the influence of review videos compared to static product images on the online purchase decisions of college students, with specific reference to Amazon, Flipkart, and Myntra. The research investigates how different forms of visual content affect perceived product credibility, trust, risk reduction, and purchase intention. Using a structured survey methodology, data were collected from college students who actively shop online. Statistical analysis was conducted to compare the relative impact of video-based reviews and static images on consumer attitudes and final buying decisions. The findings indicate that review videos significantly enhance product understanding, authenticity perception, and consumer confidence compared to static images. Videos were found to reduce uncertainty and increase engagement, leading to stronger purchase intentions. However, static images remain influential for quick comparisons and aesthetic evaluation, particularly in fashion-related purchases. The study concludes that while both formats contribute to decision-making, review videos exert a stronger persuasive effect among digitally active college consumers. The results provide practical implications for online retailers and marketers seeking to optimize product presentation strategies.