Impact of virtual reality immersion on customer experience: moderating effect of cross-sensory compensation and social interaction

Mou, Yupeng; Fan, Jianqing; Ding, Zhihua; Khan, Inayat

doi:10.1108/apjml-11-2022-0920

Cited by 3 publications

References 79 publications

(103 reference statements)

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How to promote consumers’ imaginative use in online shopping platforms: the matching effect of character cues and product types

Zhou,

Dong

2024

APJML

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PurposeThe symbolic presentation of products through images in online environments allows consumers to use or experience products only through imagination. Existing literature has demonstrated that providing sensory cues is an effective way to promote imaginative use or experience. However, such an approach seems to have been proposed for product that requires the use of body-related information (e.g. sensory information) for evaluation (high body-involving product). There is less literature on how to facilitate consumers’ imaginative use of product that requires relatively less bodily information (low body-involving product). Considering this, this research proposes a factor that influences the imaginative use of both high and low body-involving products, the character cues in the product image.Design/methodology/approachIn this paper, two studies are conducted to verify the matching effect about presence or absence of character cues with product type (high body-involving vs. low body-involving) in facilitating imaginative use and the downstream effect.FindingsThe experimental results indicate that high (low) body-involving product display images are suitable for present (absent) character cues, which can promote the mental imagery of use the product, increase perceived image attractiveness and ultimately increase purchase intentions. The research also verified the influence of distance between the product and the character cues on the above effects.Originality/valueWe expand on the importance of character cues in product display images in an e-commerce environment and enrich the research about imaginative use in online environment.

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How to promote consumers’ imaginative use in online shopping platforms: the matching effect of character cues and product types

Zhou,

Dong

2024

APJML

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Let's Get Virtual: A Systematic Literature Review on Virtual Customer Experience

Cil,

Erkan,

Acikgoz

2024

Preprint

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How social and media cues induce live streaming impulse buying? SOR model perspective

Xia,

Chae,

Xiang

2024

Front. Psychol.

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Live streaming is revolutionizing the landscape of e-commerce, creating new opportunities for platforms and e-tailers to improve their performance. However, little is known about the underlying mechanisms that shape consumer behavior in this burgeoning business phenomenon. This study aims to shed light on the relationships between environmental cues generated by live streaming and online impulse buying. Drawing upon the Stimulus-Organism-Response framework, a comprehensive model was formulated to explore how social cues (streamer interaction, peer interaction) and media cues (vividness, realness) impact pleasure, arousal, perceived uncertainty, and subsequently induce consumers’ urge to buy impulsively. The model was tested by survey data from 403 consumers. SPSS and PLS are employed to verify the model. The findings revealed that realness and streamer interaction can reduce perceived uncertainty and foster a pleasant consumer experience, while vividness and peer interaction serve to awaken and delight consumers. Pleasure, arousal, and perceived uncertainty mediate antecedent variables’ effects on urge to buy impulsively in a parallel and reverse way, and emotions exert a more powerful influence. This study enriched the research on the influence mechanisms of impulse buying driven by live streaming and provided suggestions for platforms and streamers to optimize product display and guide interaction, which is conducive to leveraging the advantages of live streaming and creating greater commercial value.

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Impact of virtual reality immersion on customer experience: moderating effect of cross-sensory compensation and social interaction

Cited by 3 publications

References 79 publications

How to promote consumers’ imaginative use in online shopping platforms: the matching effect of character cues and product types

How to promote consumers’ imaginative use in online shopping platforms: the matching effect of character cues and product types

Let's Get Virtual: A Systematic Literature Review on Virtual Customer Experience

How social and media cues induce live streaming impulse buying? SOR model perspective

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