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

Ching Jui Keng; Tze Hsien Liao; Yu I. Yang

doi:10.1007/s10660-012-9093-9

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

Ching Jui Keng
, Tze Hsien Liao
, Yu I. Yang

Department of Business Management

Research output: Contribution to journal › Article › peer-review

43 Scopus citations

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 (VE ^escapist → DE), exposing to education virtual experience preceding direct experience (VE ^education → DE), exposing to escapist virtual experience preceding indirect experience (VE ^escapist → IDE), and exposing to education virtual experience preceding indirect experience (VE ^education → IDE). The results indicated that "VE ^escapist → IDE" produces the highest product knowledge and brand attitude; "VE ^escapist → 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, "VE ^escapist → IDE" produces the highest product knowledge and "VE ^escapist → DE" produces the lowest perceived risk; for the high product involvement, "VE ^escapist → IDE" produces the highest product knowledge and brand attitude and "VE ^escapist → DE" produces the lowest perceived risk.

Original language	English
Pages (from-to)	177-199
Number of pages	23
Journal	Electronic Commerce Research
Volume	12
Issue number	2
DOIs	https://doi.org/10.1007/s10660-012-9093-9
State	Published - May 2012

Bibliographical note

Funding Information:
Acknowledgements The authors are indebted to the Editor and reviewers for many helpful comments and suggestions. They also would like to thank the National Science Council of the Republic of China, Taiwan for financially supporting this research under contract No. NSC 95-2416-H-027-004.

Keywords

Brand attitude
Need for touch
Perceived risk
Product involvement
Product knowledge
Sequential combinations of consumer experiences

Access to Document

10.1007/s10660-012-9093-9

Cite this

@article{bbaf68ee8a604ad8b173c80ed214994a,

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

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 (VE escapist → DE), exposing to education virtual experience preceding direct experience (VE education → DE), exposing to escapist virtual experience preceding indirect experience (VE escapist → IDE), and exposing to education virtual experience preceding indirect experience (VE education → IDE). The results indicated that {"}VE escapist → IDE{"} produces the highest product knowledge and brand attitude; {"}VE escapist → 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, {"}VE escapist → IDE{"} produces the highest product knowledge and {"}VE escapist → DE{"} produces the lowest perceived risk; for the high product involvement, {"}VE escapist → IDE{"} produces the highest product knowledge and brand attitude and {"}VE escapist → DE{"} produces the lowest perceived risk.",

keywords = "Brand attitude, Need for touch, Perceived risk, Product involvement, Product knowledge, Sequential combinations of consumer experiences",

author = "Keng, \{Ching Jui\} and Liao, \{Tze Hsien\} and Yang, \{Yu I.\}",

note = "Funding Information: Acknowledgements The authors are indebted to the Editor and reviewers for many helpful comments and suggestions. They also would like to thank the National Science Council of the Republic of China, Taiwan for financially supporting this research under contract No. NSC 95-2416-H-027-004.",

year = "2012",

month = may,

doi = "10.1007/s10660-012-9093-9",

language = "???core.languages.en\_GB???",

volume = "12",

pages = "177--199",

journal = "Electronic Commerce Research",

issn = "1389-5753",

publisher = "Springer",

number = "2",

}

TY - JOUR

T1 - The effects of sequential combinations of virtual experience, direct experience, and indirect experience

T2 - The moderating roles of need for touch and product involvement

AU - Keng, Ching Jui

AU - Liao, Tze Hsien

AU - Yang, Yu I.

N1 - Funding Information: Acknowledgements The authors are indebted to the Editor and reviewers for many helpful comments and suggestions. They also would like to thank the National Science Council of the Republic of China, Taiwan for financially supporting this research under contract No. NSC 95-2416-H-027-004.

PY - 2012/5

Y1 - 2012/5

N2 - 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 (VE escapist → DE), exposing to education virtual experience preceding direct experience (VE education → DE), exposing to escapist virtual experience preceding indirect experience (VE escapist → IDE), and exposing to education virtual experience preceding indirect experience (VE education → IDE). The results indicated that "VE escapist → IDE" produces the highest product knowledge and brand attitude; "VE escapist → 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, "VE escapist → IDE" produces the highest product knowledge and "VE escapist → DE" produces the lowest perceived risk; for the high product involvement, "VE escapist → IDE" produces the highest product knowledge and brand attitude and "VE escapist → DE" produces the lowest perceived risk.

AB - 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 (VE escapist → DE), exposing to education virtual experience preceding direct experience (VE education → DE), exposing to escapist virtual experience preceding indirect experience (VE escapist → IDE), and exposing to education virtual experience preceding indirect experience (VE education → IDE). The results indicated that "VE escapist → IDE" produces the highest product knowledge and brand attitude; "VE escapist → 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, "VE escapist → IDE" produces the highest product knowledge and "VE escapist → DE" produces the lowest perceived risk; for the high product involvement, "VE escapist → IDE" produces the highest product knowledge and brand attitude and "VE escapist → DE" produces the lowest perceived risk.

KW - Brand attitude

KW - Need for touch

KW - Perceived risk

KW - Product involvement

KW - Product knowledge

KW - Sequential combinations of consumer experiences

UR - https://www.scopus.com/pages/publications/84862783920

U2 - 10.1007/s10660-012-9093-9

DO - 10.1007/s10660-012-9093-9

M3 - ???researchoutput.researchoutputtypes.contributiontojournal.article???

AN - SCOPUS:84862783920

SN - 1389-5753

VL - 12

SP - 177

EP - 199

JO - Electronic Commerce Research

JF - Electronic Commerce Research

IS - 2

ER -

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

Abstract

Bibliographical note

Keywords

Access to Document

Other files and links

Fingerprint

Cite this