An examination of the effects of virtual experiential marketing on online customer intentions and loyalty
Authors:
- 23 September 2010
- journal article
- research article
- Published by Taylor & Francis in The Service Industries Journal
- Vol. 31 (13) , 2163-2191
Abstract
This study examines the relationship between five virtual experiential marketing (VEM) elements (sense, interaction, pleasure, flow, community relationship) and customer browse and purchase intentions and loyalty and the moderating effects between the VEM elements and customer intentions. To test the proposed model, a survey was conducted of customers who frequently visited two online games stores to simulate online shopping and experiential marketing. The results suggest that a business engaged in VEM should focus its web atmospherics on leveraging three of the VEM elements and facilitating the price and convenience motives of consumers to create an emotional attachment to browsing.Keywords
This publication has 94 references indexed in Scilit:
- Personality determinants of online shopping: Explaining online purchase intentions using a hierarchical approachJournal of Business Research, 2007
- Buying or browsing?European Journal of Marketing, 2003
- Loyalty: The Influences of Satisfaction and Brand Community IntegrationJournal of Marketing Theory and Practice, 2003
- Self‐categorization, affective commitment and group self‐esteem as distinct aspects of social identity in the organizationBritish Journal of Social Psychology, 2000
- Time Flies When You’re Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage1MIS Quarterly, 2000
- Linking perceived service quality and service loyalty: a multi‐dimensional perspectiveEuropean Journal of Marketing, 1999
- Robustness of partial least-squares method for estimating latent variable quality structuresJournal of Applied Statistics, 1999
- Work and/or Fun: Measuring Hedonic and Utilitarian Shopping ValueJournal of Consumer Research, 1994
- The theory of planned behaviorOrganizational Behavior and Human Decision Processes, 1991
- The Role of Time in the Action of the ConsumerJournal of Consumer Research, 1990