Article ID Journal Published Year Pages File Type
7425335 Journal of Business Research 2018 10 Pages PDF
Abstract
Virtual tours are distinct from videos and other online communication tools in various ways. First, they require consumer-controlled interactions and input (e.g. clicking a mouse), rather than passive viewing. Second, virtual tours offer users a unique perspective - the consumer experiences the product in a quasi-realistic sense. Third, virtual tours may allow for an immersive state, or telepresence. This research examines how in virtual tours, user-driven interaction results in telepresence, leading to augmented attitudes towards the object. Studies 1 and 2 show that the relationship between online virtual tours and attitudes towards the objects are mediated by telepresence with user-driven interactivity as an antecedent. Study 3 finds cognitive load to be a moderator of the sequential mediation. This research provides insights into the process mechanisms that occur in virtual tours, contributing to research on online interactivity and the influence of consumer-driven online interactions on consumer perceptions and behavior.
Related Topics
Social Sciences and Humanities Business, Management and Accounting Business and International Management
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