System design effects on online impulse buying

Abstract

Abstract

Understanding the use of Virtual Reality in Marketing: A text mining-based review

“…Virtual reality has been a technique employed by practitioners and academics to plan, develop and communicate new and existent products (e.g., goods, services, places, destinations, packages) or brands (Mujber et al, 2005;Guttentag, 2010;Cheng & Wang, 2011;Shen & Khalifa, 2012;Bae & Leem, 2014;Dad et al, 2016;Ketelaar et al, 2017).…”

“…Thus, vividness in commercial websites is associated with more positive and more enduring attitudes towards the website and the advertising and indirectly elicits a positive effect on brand attitude, which stimulates consumers' purchase intentions (Cauberghe, Geuens & De Pelsmacker, 2011;Van Kerrebroeck et al, 2017). The virtual experience conducted by Shen and Khalifa (2012) reveals that vividness has a significant effect on buying impulses over and above traditional marketing/product stimuli.…”

Stakeholder Strategy and Design Alignment Framework for Design Science Research – A Study in the Context of VR-Aided Marketing and Sales

“…While there are no existing studies adopting exactly the same marketing and sales funnel items by Kotler et al [69] and by doing so reflecting the marketing and sales potentials of VR, there are some other existing studies and findings showing the marketing and sales benefits of VR technologies. According to a recent literature review [39], research on VR in marketing use covers topics such as store interior analyses [17,24,45] with a focus on customer experiences and responses, new product development [47], service configurations and decision analytics by the help of gaze tracking [42,72], interactions between companies or brand and customers, improving customer experiences by using experiential marketing [60], application feature analysis including avatars, and communication and social media research that is mostly focused on exploring future perspectives associated with social media platforms [32]. Central for the VR use is the flow [18,40] which attributes to increased intention to purchase [2].…”

Understanding Consumers’ Loyalty to an Online Outshopping Platform: The Role of Social Capital and Perceived Value

“…For instance, Yang and Zhou [68] discovered that visual social capital influences users' perceptions of information value, and thus purchasing decisions. Studies based on the stimulus-organism-response paradigm have proposed that social interaction on websites affects consumers' perceptions and emotional involvement [69], pleasure [70], and flow experience [71,72] which, in turn, promote purchasing behavior. We consider that social capital formed by consumers on IOO platforms promotes their perceived value and thus increasing their loyalty.…”