顾客灵感的前因与后果：网络购物语境中感知流利性的中介作用

International Review of Management and Marketing Pub Date : 2022-09-25 DOI:10.32479/irmm.13390

Tamara Kasamani, Alaa Abass, Nehale Mostapha

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引用次数: 0

摘要

顾客激励在市场营销文献中越来越受到学者们的关注。因此，本研究的主要目的是强调在线购物背景下的客户灵感，这可以通过研究增强现实(AR)在促进客户灵感方面的作用来实现。很少有研究研究了增强现实的两个关键维度，即环境嵌入和模拟物理控制对客户激励的影响。因此，本研究将通过进行定量研究来弥合这一差距，实证验证这两个重要变量对客户激励的影响。此外，这将为未来的研究开辟新的思路，以探索其他变量，更好地理解AR。此外，很少有研究在AR背景下验证加工流畅性理论。因此，本研究将填补这一空白，并探讨知觉流畅性在增强现实与顾客灵感之间的中介作用

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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The Antecedents and Consequences of Customer Inspiration: The Mediating Role of Perceptual Fluency in the Online Shopping Context

Customer inspiration is gaining scholars attention in the marketing literature. Thus, the main objective of this study is to highlight on customer inspiration in the online shopping context, and this could be by examining the role of augmented reality (AR) in promoting customer inspiration. Minimal number of research have studied the effect of two critical dimensions of AR which are environmental embedding and simulated physical control on customer inspiration. Thus, this research will bridge this gap by conducting a quantitative study that empirically validates the effect of these two important variables on customer inspiration. Besides, this will open new insights for the future research to explore other variables and better understand AR. In addition, few studies have validated the theory of processing fluency in the AR context. Hence, this study will close the gap and investigate the role of perceptual fluency as a mediator to the relationship between AR and customer inspiration

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来源期刊

International Review of Management and Marketing

CiteScore

1.50

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： International Review of Management and Marketing (IRMM) is the international academic journal, and is a double-blind, peer-reviewed academic journal publishing high quality conceptual and measure development articles in the areas of management, marketing, business and related disciplines.