The Rise of the Virtual Reality (VR) Marketplace: Exploring the Antecedents and Consequences of Consumer Attitudes toward V-Commerce

IF 4.1 Q2 BUSINESS
C. Luna-Nevarez, Enda F McGovern
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引用次数: 15

Abstract

Abstract V-commerce is emerging as a promising technology for a new type of e-commerce application, which can address the critical need for integrating both social and technical aspects of online shopping. This research provides a theoretical framework to understand the antecedents and consequences of consumer attitudes toward v-commerce. Our framework extends the technology acceptance model (TAM) by incorporating immersion, enjoyment, trust and VR self-efficacy as potential antecedents; and consumers’ intention to purchase, intention to visit the company’s online and/or physical store and intention to recommend v-commerce to others as potential consequences. Furthermore, this research proposes that processing fluency, need for touch, propensity to trust and gender have a moderating effect on consumer attitudes toward v-commerce. Overall, the propositions derived from this study can help marketers identify and analyze the factors leading to the acceptance of v-commerce (and other future e-commerce technologies) among consumers. The study concludes with a discussion of theoretical and managerial implications for future research.
虚拟现实(VR)市场的兴起:探索消费者对电子商务态度的前因和后果
电子商务(V-commerce)是一种新兴的电子商务应用技术,它可以解决在线购物的社会和技术两方面的关键需求。本研究为理解消费者对电子商务态度的前因后果提供了理论框架。我们的框架扩展了技术接受模型(TAM),将沉浸、享受、信任和VR自我效能作为潜在的前因;消费者的购买意愿,访问公司在线和/或实体店的意愿以及向他人推荐电子商务的意愿都是潜在的后果。此外,本研究提出加工流畅性、接触需求、信任倾向和性别对消费者对电子商务的态度有调节作用。总的来说,从这项研究中得出的命题可以帮助营销人员识别和分析导致消费者接受电子商务(以及其他未来电子商务技术)的因素。本研究最后讨论了未来研究的理论和管理意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
期刊介绍: The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
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