Abstract
More and more businesses are selling products and providing services through multiple channels. 3D virtual worlds are emerging to be one of the channels for companies to communicate with their customers. Being able to simulate similar experiences as customers have in real stores, virtual worlds are able to enhance product knowledge, attitude and purchase intention of customers. However, not all product attributes are able to be experienced virtually because not all kinds of senses (e.g. taste) can be digitzed and presented through a virtual reality interface. Applying theory of cognitive fit and media richness theory, we propose the products attributes that can be experienced virtually with the current technologies. These product attributes and their moderating effects on the relationships between virtual reality and product knowledge, attitude and purchase intention should be studied further so that companies can make decides on the investment in their presence in virtual worlds and the marketing strategies most appropriate for their products.
| Original language | English |
|---|---|
| Pages (from-to) | 77-80 |
| Number of pages | 4 |
| Journal | Data Base for Advances in Information Systems |
| Volume | 38 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 2007 Oct 28 |
| Externally published | Yes |
Keywords
- Marketing Strategy
- Media Richness Theory
- Product Attributes
- Theory of Cognitive Fit
- Virtual Worlds
ASJC Scopus subject areas
- Management Information Systems
- Computer Networks and Communications