Consumer processing of virtual experience in e-commerce: A test of an integrated framework

This study combined discursive and imagery processing streams of research to propose an integrated model of virtual experience as it relates to the strength of brand attitude. The model assumes that both cognitive elaboration (representing the discursive process) and imagery vividness (reflecting the imagery process) are responsible for the effectiveness of virtual experience in the form of 3-D product visualization regarding attitude accessibility and attitude confidence. The results indicate that a brand attitude formed via an interactive 3-D product interface was more accessible and confident than via a static 2-D presentation. Imagery vividness contributed to creating a strong brand attitude. However, effects transmitted via cognitive elaboration were either negative (for accessibility) or nonsignificant (for confidence). Findings suggest that although the two processes are compensatory rather than complementary in the context of virtual experience, the imagery process dominates the discursive process. Theoretical and practical implications are discussed.

► Virtual experience leads to more accessible and confident brand attitudes.
► Imagery vividness contributes to the development of strong brand attitudes.
► Imagery processing and discursive processing modes are compensatory.