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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...

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Published in:Computers in Human Behavior Vol. 28; no. 6; pp. 2134 - 2143
Main Author: Lee, Ki-Young
Format: Article
Published: Elsevier B.V. Nov2012
Subjects:
Virtual reality
Electronic commerce
Mental imagery
Attitude (Psychology)
Structural frames
Cognitive psychology
Interactive computer systems
Context effects (Psychology)
Computer graphics
User interfaces
Online Access:View this record in EBSCOhost