 In virtuo: How user-driven interactivity in virtual tours leads to attitude changeNathalie Spielmann and Antonia Mantonakis Journal of Business Research, 2018, vol. 88, issue C, 255-264 Abstract: Virtual tours are distinct from videos and other online communication tools in various ways. First, they require consumer-controlled interactions and input (e.g. clicking a mouse), rather than passive viewing. Second, virtual tours offer users a unique perspective – the consumer experiences the product in a quasi-realistic sense. Third, virtual tours may allow for an immersive state, or telepresence. This research examines how in virtual tours, user-driven interaction results in telepresence, leading to augmented attitudes towards the object. Studies 1 and 2 show that the relationship between online virtual tours and attitudes towards the objects are mediated by telepresence with user-driven interactivity as an antecedent. Study 3 finds cognitive load to be a moderator of the sequential mediation. This research provides insights into the process mechanisms that occur in virtual tours, contributing to research on online interactivity and the influence of consumer-driven online interactions on consumer perceptions and behavior. Keywords: Virtual tours; User-driven interactivity; Telepresence; Elaboration likelihood model (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:88:y:2018:i:c:p:255-264 DOI: 10.1016/j.jbusres.2018.03.037 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.