TY - JOUR
T1 - Marketing Strategies in Virtual Worlds
AU - Lui, Tsz Wai
AU - Piccoli, Gabriele
AU - Ives, Blake
PY - 2007/10/28
Y1 - 2007/10/28
N2 - 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.
AB - 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.
KW - Marketing Strategy
KW - Media Richness Theory
KW - Product Attributes
KW - Theory of Cognitive Fit
KW - Virtual Worlds
UR - http://www.scopus.com/inward/record.url?scp=84870457398&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84870457398&partnerID=8YFLogxK
U2 - 10.1145/1314234.1314248
DO - 10.1145/1314234.1314248
M3 - Article
AN - SCOPUS:84870457398
SN - 0095-0033
VL - 38
SP - 77
EP - 80
JO - Data Base for Advances in Information Systems
JF - Data Base for Advances in Information Systems
IS - 4
ER -