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• W782209292 startingPage "34" @default.
• W782209292 abstract "ABSTRACTProviding an online virtual community may be one effective way to retain potential customers. Prior research indicated sense of virtual community (SOVC) exerts a significant influence on consumers' purchase intention. The effect of persuasive advertising mainly depends on the richness of virtual product experiences (VPEs). Tliis study aims to analyze the relationships between different combinations of VPEs and SOVC. We conducted two experimental studies on two website to investigate the main effects and interaction. The result of the study provides evidence that different combination of interpersonal virtual experience with machine virtual experience would generate different SOVC. We also found the indirect effects of optimum stimulation level (OSL) and levels of motives for reading customer articulations between VPEs and SOVC variables (membership and iimnersion). Past related studies examined the advertising effects of VPEs chiefly on machine interaction (e.g., 3D advertising). This study is one of the first to examine empirically combinations of machine interaction with interpersonal interaction.This paper provides a review of the major perspectives in the concept of SOVC and 3D advertising or virtual reality. These punctuate the importance as well as the contribution of tliis paper.Keywords: Machine virtual experience; Interpersonal virtual experience; Sense of virtual community (SOVC); Optimum stimulation level (OSL); e-WOM1. IntroductionSocial Networking Sites (SNSs) have profoundly changed the ways for people to interact via the Internet, and these changes have impacted the perceived appeal of websites. The areas of Interaction Orientation, Social Networking and User-added Value contribute to the attractiveness of social media platforms [Wirtz et al. 2013]. The product knowledge that consumers acquire is always through experience, that is, they learn by interacting with product-related services [Li et al. 2001]. Direct product experience is usually regarded as the optimal way for consumers to learn about product information. Research has found virtual product experiences (VPEs) to be similar to direct product experiences [Bourlakis et al. 2009; Hoffman & Novak 1996; Keng et al. 2012] and can thus influence consumer's attitudes and intentions [Chiou et al. 2008]. Hence, many of online businesses struggle to provide a virtual product experience, so that consumers are able to virtually interact with products prior to purchase [Klein 1998]. Marketers widely utilize virtual technology to affect consumers' experiences in order to attract their shopping intention in virtual environments [Lau et al. 2013]. Many researchers claim that the use of virtual technology provides consumers with unique shopping experiences, such as telepresence [Haans & IJsselsteijn 2012; Hyun & O'Keefe 2012; Park et al. 2008; Riva 2007], high level of interactivity [Mollen & Wilson 2010] and multisensory feedback [Jin 2009; Jin & Yongjun 2010]. Since the Internet is rapidly becoming an important sales channel, we have focused our study on developing how online businesses can generate a unique VPE to enable different consumers to virtually experience their products.From a marketing perspective, virtual experience can be exhibited through web advertising, and the persuasiveness of the advertising increases when the richness of virtual experience is amplified [Bhatt 2004; Keng & Lin 2006; Klein 1998]. Virtual communities and word of mouth (WOM) are also marketing tools [Casalo et al. 2007]. Most companies seek to establish brand-strengthening online communities whose function is to raise consumer awareness of product-related issues, as well as to provide consumers with a fomm in which to discuss, share, and promulgate such information [McWilliam 2000; Spaulding 2010]. In computer-generated communities, virtual interactive communications can be an important determining factor when choosing a product or service. …" @default.
• W782209292 created "2016-06-24" @default.
• W782209292 creator A5062384290 @default.
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• W782209292 date "2015-02-01" @default.
• W782209292 modified "2023-09-27" @default.
• W782209292 title "Impact of Machine and Interpersonal Virtual Experience Combinations on Sense of Virtual Community: The Moderating Roles of Optimum Stimulation Level and Motives for Reading Customer Articulations" @default.
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