Immersion and Perceived Value: The Strategic Variables For Commercial Websites

Ahmed Anis Charfi
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Ahmed Anis Charfi: European Business School, Paris, France

International Journal of Online Marketing (IJOM), 2014, vol. 4, issue 4, 17-35

Abstract: Webmasters aim increasingly at encouraging visitors' immersion in the heart of an online experience. In order to better understand this phenomenon, a qualitative and a quantitative study are presented here that analyze the influence of immersive experiences on the online perceived value of the visit and on the potential responses of the visitor towards the site, the brand and the product. The author's study shows that virtual reality web sites generate episodes of immersion, which have an impact on the hedonic and utilitarian value of the visit experience. The author also shows that perceived value plays the role of mediator between the immersion and visitors' behavior and the author highlights the moderating effect of involvement and expertise on the relationship between immersion and perceived value. Finally, from theoretical and managerial points of view, our results offer perspectives on the perceived benefits of online' immersive experiences.

Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:4:y:2014:i:4:p:17-35

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International Journal of Online Marketing (IJOM) is currently edited by Hatem El-Gohary

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