Consumer processing of virtual experience in e-commerce: A test of an integrated framework
Abstract: This study combined discursive and imagery processing streams of research to propose an integrated model of virtual experience as it relates to the strength of brand attitude. The model assumes that both cognitive elaboration (representing the discursive process) and imagery vividness (ref...
| Published in: | Computers in Human Behavior Vol. 28; no. 6; pp. 2134 - 2143 |
|---|---|
| Main Author: | |
| Format: | Article |
| Published: |
Elsevier B.V.
Nov2012
|
| Subjects: | |
| Online Access: | View this record in EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=79561027&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 79561027 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 07475632 JC4 jtl: Computers in Human Behavior issn: 07475632 maglogo: N pubinfo: dt: Nov2012 vid: 28 iid: 6 pid: 2410 pub: Elsevier B.V. artinfo: ui: 79561027 10.1016/j.chb.2012.06.018 ppf: 2134 ppct: 9 formats: tig: atl: Consumer processing of virtual experience in e-commerce: A test of an integrated framework aug: au: Lee, Ki-Young affil: Department of Communication, Rochester Institute of Technology, 92 Lomb Memorial Drive, Rochester, NY 14623, United States su: Virtual reality Electronic commerce Mental imagery Attitude (Psychology) Structural frames Cognitive psychology Interactive computer systems Context effects (Psychology) Computer graphics User interfaces sug: subj: Virtual reality Electronic commerce Mental imagery Attitude (Psychology) Finish Carpentry Contractors Framing Contractors Electronic shopping and mail-order houses Electronic Shopping Structural frames Cognitive psychology Interactive computer systems Context effects (Psychology) Computer graphics User interfaces keyword: Attitude accessibility Attitude confidence Cognitive elaboration Imagery vividness Virtual experience Attitude accessibility Attitude confidence Cognitive elaboration Imagery vividness Virtual experience ab: Abstract: This study combined discursive and imagery processing streams of research to propose an integrated model of virtual experience as it relates to the strength of brand attitude. The model assumes that both cognitive elaboration (representing the discursive process) and imagery vividness (reflecting the imagery process) are responsible for the effectiveness of virtual experience in the form of 3-D product visualization regarding attitude accessibility and attitude confidence. The results indicate that a brand attitude formed via an interactive 3-D product interface was more accessible and confident than via a static 2-D presentation. Imagery vividness contributed to creating a strong brand attitude. However, effects transmitted via cognitive elaboration were either negative (for accessibility) or nonsignificant (for confidence). Findings suggest that although the two processes are compensatory rather than complementary in the context of virtual experience, the imagery process dominates the discursive process. Theoretical and practical implications are discussed. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
|---|