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

經營管理系

研究成果: 期刊貢獻 › 文章 › 同行評審

43 引文斯高帕斯（Scopus）

摘要

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.

原文	English
頁（從 - 到）	177-199
頁數	23
期刊	Electronic Commerce Research
卷	12
發行號	2
DOIs	https://doi.org/10.1007/s10660-012-9093-9
出版狀態	Published - 5月 2012

文獻附註

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.

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10.1007/s10660-012-9093-9

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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 (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.",

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

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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.

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

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