The Role of Virtual Experience in Consumer Learning

Li, Hairong; Daugherty, Terry; Biocca, Frank

doi:10.1207/s15327663jcp1304_07

Cited by 196 publications

(156 citation statements)

References 56 publications

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“…Following the logic of the hierarchy of effects model (Lavidge and Steiner, 1961), exposure to a rotating, online product presentation would evoke affective and cognitive responses in consumers and culminate in a conative response. Similarly, Li et al (2003) proposed that a 3-D product presentation with rotation may create all of cognitive, affective, and conative responses.…”

Section: Consumer Response Systemmentioning

confidence: 99%

Cognitive, affective and conative responses to visual simulation: the effects of rotation in online product presentation

Park

Stoel

Lennon

2008

J of Consumer Behaviour

166

108

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Rotation, one type of visual simulation used to create three-dimensional (3-D) experiences, and currently being used for product presentation on some e-tail websites, may create consumer responses. Therefore, the purpose of this study is to examine the effects of rotation in product presentation on the cognitive, affective, and conative responses of consumers. This study employed a single-factor between-subjects design: product presentation (rotating vs. non-rotating). Causal model analysis showed the influence of rotation in product presentation on perceived information quantity, mood, attitude, and purchase intention. Theoretical and managerial implications, as well as future research directions, are discussed.

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Section: Consumer Response Systemmentioning

confidence: 99%

Cognitive, affective and conative responses to visual simulation: the effects of rotation in online product presentation

Park

Stoel

Lennon

2008

J of Consumer Behaviour

166

108

View full text Add to dashboard Cite

show abstract

“…(Li, Daugherty, & Biocca, 2003) [27] proposed that virtual experience is a psychological state which consumers interacts with the commodity in the virtual environment. (Marzocchi, Pizzi, & Scarpi, 2016)'s [28] study showed that the realization of consumer virtual experience is affected by objective factors, sensory factors, perceptual factors, stimulating response factors, cognitive and affective factors, encounter factors.…”

Section: The Relationship Between Group-buying Servicescape and The Vmentioning

confidence: 99%

How group-buying servicescape affect consumers’ purchase intention, the regulating effects of price discount and time pressure

Zhang

et al. 2017

MATEC Web Conf.

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Abstract. This paper constructs a conceptual model of how group-buying servicescape affect consumers' purchase intention and discusses the regulating effects of price discount and time pressure. This research uses a survey approach to collect data, as a result, we collected 506 valid questionnaires. The results show that aesthetic appeal, information exchange, interpersonal interaction and perceived security have a positive effect on positive emotion; layout and functionality, information exchange and interpersonal interaction have a positive effect on virtual touch. Positive emotion and virtual touch can promote the consumer's purchase intention, and time pressure and price discount play a regulatory function. The results of this study have an important reference value for group-buying operators to use servicescape to attract and retain consumers.

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“…Therefore, it is vital for online stores to consider using 3D technology with high interaction to present virtual products online. Specifically, Li et al found that 3D product presentations outperformed 2D pictorial presentations in enhancing perception of virtual product experience online [13]. Based on those findings, researchers had emphasized on supporting high level of interactivity on virtual 3D products and facilitate users to manipulate essential functions of 3D products to simulate real shopping situations.…”

Section: Literature Review 21 Interactivity and Product Understandingmentioning

confidence: 99%

The Impact of Virtual Experience and Informative Control on the Enhancement of Product Understanding

Hwang¹,

Hsu²,

Syu³

2015

IJCA

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There is no doubt that this way of knowledge delivering affords flexible and instant learning. Thus, many instructors afford online material as hypertexts concerning a set of faces and rules for students to generate a basis to achieve a comprehensive understanding. This study borrowed the nature of e-learning and applied its applications to e-commerce to test if the ability of learning by doing is beneficial for users to better understand a product. In this situation, users were treated as learners and they were exposured to in a so-called "situated cognition", which is called virtual experience in ecommerce field. Two laboratory experiments were conducted with 33 participants recruited. The first experiment was to compare the effects of level of interactivity, whereas the last was to compare the effects of affordance of informative control. Our findings indicated that except their perceptions of patronage intention, participants considered no difference in attitude toward the products been demonstrated and shopping enjoyment in a fully 3D-to-3D comparison. However, while providing informative control, participants had higher perceptions of attitude toward the products, shopping enjoyment and patronage intention than their counterparts who had not such support.

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The Role of Virtual Experience in Consumer Learning

Cited by 196 publications

References 56 publications

Cognitive, affective and conative responses to visual simulation: the effects of rotation in online product presentation

Cognitive, affective and conative responses to visual simulation: the effects of rotation in online product presentation

How group-buying servicescape affect consumers’ purchase intention, the regulating effects of price discount and time pressure

The Impact of Virtual Experience and Informative Control on the Enhancement of Product Understanding

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