The Mediating Role of Virtual Experience in Online Purchase Intentions

Y. Ken Wang and Pratim Datta
Additional contact information
Y. Ken Wang: University of Pittsburgh at Bradford, USA
Pratim Datta: Kent State University, USA

Information Resources Management Journal (IRMJ), 2010, vol. 23, issue 4, 57-74

Abstract: Research and practice underscore the importance of online (web-based) virtual reality applications that mimic product interactions in the physical world and its consequence of end-user decision making. This study examines a model that traces how certain characteristics of online virtual reality applications increase virtual experience, subsequently contributing to online purchase intentions. Virtual reality applications are demarcated by their ability to empower consumers with control and their ability to richly render content. Findings from the empirical study reveal the growing importance of demand-centric virtual reality application design where manipulation and control is more important than the richness of the content. It is seen that online virtual reality applications that offer a perceived level of manipulation and control elevate consumer experience more than just the rendering and delivery of rich condition, subsequently aiding consumer purchase intentions. The study offers new insights into how virtual reality applications should be designed and deployed to guide consumer decision making in an online environment.

Date: 2010
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 4018/irmj.2010100104 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:rmj000:v:23:y:2010:i:4:p:57-74

Access Statistics for this article

Information Resources Management Journal (IRMJ) is currently edited by George Kelley

More articles in Information Resources Management Journal (IRMJ) from IGI Global
Bibliographic data for series maintained by Journal Editor ().