Cách tương tác và sự sống động ảnh hưởng đến trải nghiệm mua sắm thực tế ảo của người tiêu dùng: vai trò trung gian của sự hiện diện từ xa

Journal of Research in Interactive Marketing - Tập 15 Số 3 - Trang 502-525 - 2021
Jung-Hwan Kim1, Minjeong Kim2, Minjung Park3, Jungmin Yoo4
1Retailing, University of South Carolina, Columbia, South Carolina, USA
2School of Art + Design, Indiana University Bloomington, Bloomington, Indiana, USA
3Fashion Industry, Ewha Womans University, Seoul, Republic of Korea
4Business Administration, Duksung Women's University, Seoul, Republic of Korea

Tóm tắt

Mục đích

Mục đích của nghiên cứu là điều tra tác động của sự tương tác và độ sống động lên sự hữu ích cảm nhận và sự thích thú cảm nhận, cũng như các tác động tiếp theo của chúng đến phản ứng hành vi của người tiêu dùng trong bối cảnh cửa hàng nội thất thực tế ảo. Xem xét sự thiếu hụt nghiên cứu thực nghiệm về thực tế ảo, tác động gián tiếp của sự tương tác và độ sống động đến sự hữu ích cảm nhận và sự thích thú cảm nhận thông qua sự hiện diện từ xa và hiệu ứng điều tiết của kinh nghiệm trước đây của người tiêu dùng với thực tế ảo cũng được đưa vào.

Từ khóa

#Thực tế ảo #trải nghiệm mua sắm #sự tương tác #sự sống động #người tiêu dùng #hành vi tiêu dùng

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