Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
886152 | Journal of Interactive Marketing | 2009 | 13 Pages |
The rapid growth of e-commerce and consumers' increasing use of 3D virtual worlds to make purchases have rendered it important to understand how consumers develop their buying intentions in this novel context. Drawing from literature on modality richness, this study examined the effects of pre-experimental product involvement and the modality of marketing information presentation on consumers' product evaluations, buying intentions, and enjoyment of online shopping. The results of a 2 × 2 between-subjects experiment indicate significant interaction effects between modality richness and prior involvement. Consumers with low involvement are influenced by modality richness, whereas those with high involvement are not, thus confirming the moderating role of prior involvement for shopping behaviors inside 3D virtual environments. Managerial implications of these findings are discussed.