Skip to main content
Fachgebiete
Automobil + Motoren Bauwesen + Immobilien Business IT + Informatik Elektrotechnik + Elektronik Energie + Nachhaltigkeit Finance + Banking Management + Führung Marketing + Vertrieb Maschinenbau + Werkstoffe Versicherung + Risiko
DE
EN
Bücher
Zeitschriften
Themenseiten
Organisationspsychologie Projektmanagement Marketing Smart Manufacturing
Weitere Formate
Podcasts Webinare Technik Webinare Wirtschaft Kongresse Veranstaltungskalender Awards
Jetzt Einzelzugang starten
Zugang für Unternehmen
Referenzkunden
SLX-Digitalkonferenz: Zukunftswerkstatt 2024

Mehr Umsatz mit Top-Kontakten

Am 7. Mai erfahren Sie, wie Vertriebsteams Leadgenerierung, Leadnurturing und Leadstrategien effizient steuern können.
Erweiterte Suche
Anmelden
nach oben
Electronic Commerce Research
Erschienen in: Electronic Commerce Research 2/2012

01.05.2012

The effects of sequential combinations of virtual experience, direct experience, and indirect experience: the moderating roles of need for touch and product involvement

verfasst von: Ching-Jui Keng, Tze-Hsien Liao, Yu-I Yang

Erschienen in: Electronic Commerce Research | Ausgabe 2/2012

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config
loading …

Abstract

This study explored the effects of sequential combinations of consumer experiences. Four kinds of sequential combinations of consumer experiences were designed: exposing to escapist virtual experience preceding direct experience (VEescapist → DE), exposing to education virtual experience preceding direct experience (VEeducation → DE), exposing to escapist virtual experience preceding indirect experience (VEescapist → IDE), and exposing to education virtual experience preceding indirect experience (VEeducation → IDE). The results indicated that “VEescapist → IDE” produces the highest product knowledge and brand attitude; “VEescapist → DE” produces the lowest perceived risk. Additionally, the moderating roles of need for touch and product involvement also explored. For the high need for touch, “VEescapist → IDE” produces the highest product knowledge and “VEescapist → DE” produces the lowest perceived risk; for the high product involvement, “VEescapist → IDE” produces the highest product knowledge and brand attitude and “VEescapist → DE” produces the lowest perceived risk.
Vorheriger Artikel The mediating role of the dimensions of the perceived risk in the effect of customers’ awareness on the adoption of Internet banking in Iran
Nächster Artikel Exploring the disseminating behaviors of eWOM marketing: persuasion in online video

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 390 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Maschinenbau + Werkstoffe




 

Jetzt Wissensvorsprung sichern!

Jetzt informieren
Literatur
1.
Agarwal, R., & Karahanna, E. (2000). Time flies when you’re having fun. Cognitive absorption and beliefs about information technology usage. Management Information Systems Quarterly, 24(4), 665–694. CrossRef
2.
Ariely, D. (2000). Controlling the information flow: effects on consumers’ decision making and preferences. Journal of Consumer Research, 27(2), 233–249. CrossRef
3.
Barnes, S., & Mattsson, J. (2008). Brand value in virtual worlds: an axiological approach. Journal of Electronic Commerce Research, 9(3), 195–206.
4.
Bauer, R. A. (1960). Consumer behaviour as risk taking. In R. S. Hancock (Ed.), Proceedings of the 43rd conference of the American Marketing Association (pp. 389–398). Chicago: American Marketing Association.
5.
Bourlakis, M., Papagiannidis, S., & Li, F. (2009). Retail spatial evolution: paving the way from traditional to metaverse retailing. Electronic Commerce Research, 9(1–2), 135–148. CrossRef
6.
Cagnina, M. R., & Poian, M. (2009). Beyond e-business models: the road to virtual worlds. Electronic Commerce Research, 9(1–2), 49–75. CrossRef
7.
Campbell, D. E., & Wright, R. T. (2008). Shut-up I don’t care: understanding the role of relevance and interactivity on customer attitudes toward repetitive online adverting. Journal of Electronic Commerce Research, 9(1), 62–76.
8.
Campbell, D. E., Wright, R. T., & Clay, P. F. (2010). Deconstructing and operationalizing interactivity: an online advertising perspective. Journal of Information Technology Theory and Application, 14(4), 29–53.
9.
Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Research, 15(2), 210–224. CrossRef
10.
Chen, Q., Chen, H. M., & Kazman, R. (2007). Investigating antecedents of technology acceptance of initial eCRM users beyond generation X and the role of self-construal. Electronic Commerce Research, 7(3–4), 315–339. CrossRef
11.
Cheng, J. M. S., Blankson, C., Wang, E. S. T., & Chen, L. S. L. (2009). Consumer attitudes and interactive digital advertising. International Journal of Advertising, 28(3), 501–525. CrossRef
12.
Csíkszentmihályi, M. (1975). Play and intrinsic rewards. Journal of Humanistic Psychology, 15(3), 41–63. CrossRef
13.
Csíkszentmihályi, M. (1998). Finding flow: the psychology of engagement with everyday life. New York: Basic Books.
14.
Cunningham, L. F., Gerlach, J., & Harper, M. D. (2005). Perceived risk and e-banking services: an analysis from the perspective of the consumer. Journal of Financial Services Marketing, 10(2), 165–178. CrossRef
15.
Daugherty, T., Li, H., & Biocca, F. (2008). Consumer learning and the effects of virtual experience relative to indirect and direct product experience. Psychology & Marketing, 25(7), 568–586. CrossRef
16.
Dennis, A. R. (1996). Information exchange and use in group decision making: you can lead a group to information, but you can’t make it think. Management Information Systems Quarterly, 24(4), 433–457. CrossRef
17.
Ducoffe, R. H. (1996). Advertising value and advertising on the Web. Journal of Advertising Research, 36(5), 21–35.
18.
Eggert, A. (2006). Intangibility and perceived risk in online environments. Journal of Marketing Management, 22(5/6), 553–572. CrossRef
19.
Fiore, A. M., Lee, S. E., & Kunz, G. (2003). Psychographic variables affecting willingness to use body-scanning. Journal of Business and Management, 9(3), 271–287.
20.
Ghani, J. A., & Deshpande, S. P. (1994). Task characteristics and the experience of optimal flow in human-computer interaction. The Journal of Psychology, 128(4), 381–391. CrossRef
21.
Goel, L., & Prokopec, S. (2009). If you build it will they come?—An empirical investigation of consumer perceptions and strategy in virtual worlds. Electronic Commerce Research, 9(1–2), 115–134. CrossRef
22.
Goldsmith, R. E., & Emmert, J. (1991). Measuring product category involvement: a multitrait-multimethod study. Journal of Business Research, 23(4), 363–371. CrossRef
23.
Greenwald, A. G., & Leavitt, C. (1984). Audience involvement in advertising: four levels. Journal of Consumer Research, 11(1), 581–592. CrossRef
24.
Griffith, D. A., & Chen, Q. (2004). The influence of virtual direct experience (VDE) on on-line ad message effectiveness. Journal of Advertising, 33(1), 55–68.
25.
Guo, Y., & Barnes, S. (2009). Virtual item purchase behavior in virtual worlds: an exploratory investigation. Electronic Commerce Research, 9(1-2), 77–96. CrossRef
26.
Hamilton, R. W., & Thompson, D. V. (2007). Is there a substitute for direct experience? Comparing consumers’ preferences after direct and indirect product experiences. Journal of Consumer Research, 34(4), 546–555. CrossRef
27.
Häubl, G., & Trifts, V. (2000). Consumer decision making in online shopping environments: the effects of interactive decision aids. Marketing Science, 19(1), 4–21. CrossRef
28.
Higie, R. A., & Feick, L. F. (1989). Enduring involvement: Conceptual and measurement issues. In T. Srull (Ed.), Advance in consumer research (pp. 690–696). Provo: Association for Consumer Research.
29.
Ho, L. A., & Kua, T. H. (2010). How can on amplify the effect of e-learning? An examination of high-tech employees’ computer attitude and flow experience. Computers in Human Behavior, 26(1), 23–31. CrossRef
30.
Hoch, S. J., & Ha, Y. W. (1986). Consumer learning: advertising and the ambiguity of product experience. Journal of Consumer Research, 13(2), 221–233. CrossRef
31.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. Journal of Marketing, 60(3), 50–68. CrossRef
32.
Hoffman, D. L., & Novak, T. P. (1997). A new marketing paradigm for electronic commerce. The Information Society, 13(1), 43–54. CrossRef
33.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132–140. CrossRef
34.
ITIS, Industry & Technology Intelligence Service (2009). IT services industry yearbook 2009. Taipei: Ministry of Economic Affairs, R.O.C.
35.
Kaplan, L. B., Szybillo, G. J., & Jacoby, J. (1974). Components of perceived risk in product purchase: a cross-validation. Journal of Applied Psychology, 59(3), 287–291. CrossRef
36.
Keng, C. J., & Lin, H. Y. (2006). Impact of telepresence levels on internet advertising effects. CyberPsychology & Behavior, 9(1), 82–94. CrossRef
37.
38.
Klein, L. R. (2003). Creating virtual product experiences: the role of telepresence. Journal of Interactive Marketing, 7(1), 41–55. CrossRef
39.
Ko, H., Cho, C. H., & Roberts, M. S. (2005). Internet uses and gratifications: a structural equation model of interactive advertising. Journal of Marketing, 34(2), 57–70.
40.
Koh, W. T. H. (2005). Household demand, network externality effects and intertemporal price discrimination. Journal of Economics, 84(1), 49–69. CrossRef
41.
Kwon, O., & Wen, Y. (2010). An empirical study of the factors affecting social network service use. Computers in Human Behavior, 26(2), 254–263. CrossRef
42.
Li, H., Daugherty, T., & Biocca, F. (2001). Characteristics of virtual experience in electronic commerce: A protocol analysis. Journal of Interactive Marketing, 15(3), 13–30. CrossRef
43.
Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: the mediating role of presence. Journal of Advertising, 31(3), 43–59.
44.
Li, H., Daugherty, T., & Biocca, F. (2003). The role of virtual experience in consumer learning. Journal of Consumer Psychology, 13(4), 395–407. CrossRef
45.
Liu, Y., & Shrum, L. J. (2002). What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness. Journal of Advertising, 31(4), 53–65.
46.
47.
Lu, H. P., Hsu, C. L., & Hsu, H. Y. (2005). An empirical study of the effect of perceived risk upon intention to use online applications. Information Management & Computer Security, 13(2), 106–120. CrossRef
48.
Lundh, L. G. (1979). Introspection, consciousness, and human information processing. Scandinavian Journal of Psychology, 20, 223–238. CrossRef
49.
Mackenzie, K., Buckby, S., & Irvine, H. (2009). A framework for evaluating business lead users’ virtual reality innovations in Second Life. Electronic Commerce Research, 9(3), 183–202. CrossRef
50.
Martin, B. A. S., Gnoth, J., & Strong, C. (2009). Temporal construal in advertising: the moderating role of temporal orientation and attribute importance in consumer evaluations. Journal of Advertising, 38(3), 5–19. CrossRef
51.
Mathur, D. C. (1971). Naturalistic philosophies of experience. St. Louis: Warren H. Green, Inc.
52.
Mathwick, C., & Rigdon, E. (2004). Play, flow, and the online search experience. Journal of Consumer Research, 31(2), 324–332. CrossRef
53.
Nah, F. F. H., Eschenbrenner, B., & DeWester, D. (2011). Enhancing brand equality through flow and telepresence: a comparison of 2D and 3D virtual Worlds. Management Information Systems Quarterly, 35(3), 731–747.
54.
Nathan, R. J., & Yeow, P. H. P. (2011). Crucial web usability factors of 36 industries for students: a large-scale empirical study. Electronic Commerce Research, 11(2), 151–180. CrossRef
55.
Neese, W. T., & Taylor, R. D. (1994). Verbal strategies for indirect comparative advertising. Journal of Advertising Research, 34(2), 56–69.
56.
Nelson, M. R., Yaros, R. A., & Keum, H. (2006). Examining the influence of telepresence on spectator and player processing of real and fictitious brands in a computer game. Journal of Advertising, 35(4), 87–99. CrossRef
57.
Nelson, P. (1974). Advertising as information. Journal of Political Economy, 82(4), 729–754. CrossRef
58.
Nelson, P. (1975). The economic consequences of advertising. Journal of Business, 48(2), 213–241. CrossRef
59.
Novak, T. P., Hoffman, D. L., & Yung, Y. F. (2000). Measuring the customer experience in online environments: a structural modeling approach. Marketing Science, 19(1), 22–42. CrossRef
60.
Ozok, A. A., & Wei, J. (2010). An empirical comparison of consumer usability preferences in online shopping using stationary and mobile devices: results from a college student population. Electronic Commerce Research, 10(2), 113–137. CrossRef
61.
Park, J., Lennon, S. J., & Stoel, L. (2005). On-line product presentation: effects on mood, perceived risk, and purchase intention. Psychology & Marketing, 22(9), 695–719. CrossRef
62.
Peck, J., & Childers, T. L. (2003). Individual differences in haptic information processing: the need for touch scale. Journal of Consumer Research, 30(3), 430–442. CrossRef
63.
Peck, J., & Childers, T. L. (2003). To have and to hold: the influence of haptic information on product judgments. Journal of Marketing, 67(2), 35–48. CrossRef
64.
Peck, J., & Wiggins, J. (2006). It just feels good: customers’ affective response to touch and its influence on persuasion. Journal of Marketing, 70(4), 56–69. CrossRef
65.
Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: the moderating role of involvement. Journal of Consumer Research, 10(2), 135–146. CrossRef
66.
Pine, B. J., & Gilmore, J. H. (1999). The experience economy: work is theatre and every business a stage. Boston: Harvard Business School Press.
67.
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podskoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903. CrossRef
68.
Putrevu, S. (2008). Consumer responses toward sexual and nonsexual appeals: the influence of involvement, need for cognition (NFC), and gender. Journal of Advertising, 37(2), 57–70. CrossRef
69.
Raman, N. V. (1996). Determinants of desired exposure to interactive advertising. Austin: Austin University of Texas.
70.
Richardson, A. (1984). The experiential dimension of psychology. Queensland: University of Queensland Press.
71.
Roberson, Q. M., Collins, C. J., & Oreg, S. (2005). The effects of recruitment message specificity on applicant attraction to organizations. Journal of Business and Psychology, 19(3), 319–339. CrossRef
72.
Roselius, T. (1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35(1), 56–61. CrossRef
73.
Royo-Vela, M., & Casamassima, P. (2011). The influence of belonging to virtual brand communities on consumers’ affective commitment, satisfaction and word-of-mouth advertising: The ZARA case. Online Information Review, 35(4), 517–542. CrossRef
74.
Schiffman, H. R. (1990). Sensation and perception: An integrated approach. New York: Wiley.
75.
Singh, M., Balasubramanian, S. K., & Chakraborty, G. (2000). A comparative analysis of three communication formats: advertising, infomercial, and direct experience. Journal of Advertising, 29(4), 59–76.
76.
Stewart, D. W., & Pavlou, P. A. (2002). From consumer response to active consumer: measuring the effectiveness of interactive media. Journal of the Academy of Marketing Science, 30(4), 376–396. CrossRef
77.
Suh, K. S., & Chang, S. (2006). User interfaces and consumer perceptions of online stores: the role of telepresence. Behaviour & Information Technology, 25(2), 99–113. CrossRef
78.
Suh, K. S., & Lee, Y. E. (2005). The effects of virtual reality on consumer learning: an empirical investigation. Management Information Systems Quarterly, 29(4), 673–697.
79.
Suki, N. M., & Suki, N. M. (2007). Online buying innovativeness: effects of perceived value, perceived risk and perceived enjoyment. International Journal of Business and Society, 8(2), 81–93.
80.
Tan, S. J. (1999). Strategies for reducing consumers’ risk aversion in internet shopping. The Journal of Consumer Marketing, 16(2), 163–180. CrossRef
81.
Teo, T. S. H. (2002). Attitudes toward online shopping and the Internet. Behaviour & Information Technology, 21(4), 259–271. CrossRef
82.
Vaughn, R. (1980). How advertising works: a planning model. Journal of Advertising Research, 20(5), 27–33.
83.
Völckner, F., & Sattler, H. (2006). Drivers of brand extension success. Journal of Marketing, 70(2), 18–34. CrossRef
84.
Wright, A. A., & Lynch, J. G., Jr. (1995). Communication effects of advertising versus direct experience when both search and experience attributes are present. Journal of Consumer Research, 21(4), 708–718. CrossRef
85.
Yang, K. C. C. (2004). Effects of consumer motives on search behavior using internet advertising. CyberPsychology & Behavior, 7(4), 430–442. CrossRef
86.
Zaichkowsky, J. L. (1986). Conceptualizing involvement. Journal of Advertising, 15(2), 4–14.
87.
Zaichkowsky, J. L. (1994). The personal involvement inventory: reduction, revision and application to advertising. Journal of Advertising, 23(4), 59–70.
88.
Zhou, N., Zhou, D., & Ouyang, M. (2003). Long-term effects of television advertising on sales of consumer durables and nondurables. Journal of Advertising, 32(2), 45–54.
Metadaten
Titel
The effects of sequential combinations of virtual experience, direct experience, and indirect experience: the moderating roles of need for touch and product involvement
verfasst von
Ching-Jui Keng
Tze-Hsien Liao
Yu-I Yang
Publikationsdatum
01.05.2012
Verlag
Springer US
Erschienen in
Electronic Commerce Research / Ausgabe 2/2012
Print ISSN: 1389-5753
Elektronische ISSN: 1572-9362
DOI
https://doi.org/10.1007/s10660-012-9093-9

Weitere Artikel der Ausgabe 2/2012

Electronic Commerce Research 2/2012 Zur Ausgabe

OriginalPaper

The mediating role of the dimensions of the perceived risk in the effect of customers’ awareness on the adoption of Internet banking in Iran

OriginalPaper

Modeling users’ acceptance of mobile services

OriginalPaper

Exploring the disseminating behaviors of eWOM marketing: persuasion in online video

OriginalPaper

An empirical study on consumer first purchase intention in online shopping: integrating initial trust and TAM