The effects of sequential combinations of virtual experience, direct experience, and indirect experience: the moderating roles of need for touch and product involvement

Authors:
Ching-Jui Keng;Tze-Hsien Liao;Yu-I Yang
Affiliations:
Department of Business Management, National Taipei University of Technology, Taipei, Taiwan (R.O.C.);Department of Business Management, Tatung University, Taipei, Taiwan (R.O.C.);Department of Business Management, National Taipei University of Technology, Taipei, Taiwan (R.O.C.)
Venue:
Electronic Commerce Research
Year:
2012

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Abstract

This study explored the effects of sequential combinations of consumer experiences. Four kinds of sequential combinations of consumer experiences were designed: exposing to escapist virtual experience preceding direct experience (VEescapist 驴 DE), exposing to education virtual experience preceding direct experience (VEeducation 驴 DE), exposing to escapist virtual experience preceding indirect experience (VEescapist 驴 IDE), and exposing to education virtual experience preceding indirect experience (VEeducation 驴 IDE). The results indicated that "VEescapist 驴 IDE" produces the highest product knowledge and brand attitude; "VEescapist 驴 DE" produces the lowest perceived risk. Additionally, the moderating roles of need for touch and product involvement also explored. For the high need for touch, "VEescapist 驴 IDE" produces the highest product knowledge and "VEescapist 驴 DE" produces the lowest perceived risk; for the high product involvement, "VEescapist 驴 IDE" produces the highest product knowledge and brand attitude and "VEescapist 驴 DE" produces the lowest perceived risk.