线索交互刺激对虚拟现实旅游电子商务平台冲动购买意愿的影响

IF 8 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Travel Research Pub Date : 2023-06-23 DOI:10.1177/00472875231183163

Shugang Li, Boyi Zhu, Zhaoxu Yu

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引用次数: 2

摘要

虚拟现实（VR）旅游电子商务平台（VRTEP）可以为游客提供试用体验，容易引发非理性冲动购买。基于认知情绪理论和S-O-R模型，本研究创新性地探讨了VRTEP的多线索互动刺激（VR显示的互动性和文本显示的移情）通过新的认知和情绪反应，即互动快感（感知有用性和沉浸感）的中介作用，对消费者冲动购买意愿的影响。研究结果表明：（1）虚拟现实显示的互动性刺激了互动乐趣，进而对冲动购买意愿产生正向影响。（2）文本展示的移情只会刺激感知有用性，从而对冲动购买意向产生积极影响。本研究还发现，互动比较对沉浸感与冲动购买意愿之间的关系具有负向调节作用。这些发现有助于开发在VRTEP上使用高度互动的新技术进行有效营销的新理论。

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The Impact of Cue-Interaction Stimulation on Impulse Buying Intention on Virtual Reality Tourism E-commerce Platforms

Virtual reality (VR) tourism e-commerce platforms (VRTEPs) can provide trial experience for tourists, which is easy to trigger irrational impulse buying. Based on cognitive emotion theory and S-O-R model, this study innovatively explores the impact of the multi cue-interaction stimulation (the interactivity of VR display and the empathy of text display) of VRTEPs on consumers’ impulse buying intention through the mediating effect of new cognitive and emotional responses, namely, interactive pleasure (perceived usefulness and immersion). The results reveal that: (1) The interactivity of VR display stimulates interactive pleasure, then positively affects impulse buying intention. (2) The empathy of text display only stimulates perceived usefulness to positively affect impulse buying intention. This study also finds that the interactive comparison has a negative moderating effect on the relationship between immersion and impulse buying intention. These findings contribute to developing the new theory for effectively marketing using highly interactive new technology on VRTEPs.

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来源期刊

Journal of Travel Research HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

18.90

自引率

9.00%

发文量

期刊介绍： The Journal of Travel Research (JTR) stands as the preeminent, peer-reviewed research journal dedicated to exploring the intricacies of the travel and tourism industry, encompassing development, management, marketing, economics, and behavior. Offering a wealth of up-to-date, meticulously curated research, JTR serves as an invaluable resource for researchers, educators, and industry professionals alike, shedding light on behavioral trends and management theories within one of the most influential and dynamic sectors. Established in 1961, JTR holds the distinction of being the longest-standing among the world’s top-ranked scholarly journals singularly focused on travel and tourism, underscoring the global significance of this multifaceted industry, both economically and socially.