Virtual Product Experience: The Effects of Interactivity Task and Product Type on Presence Perceptions
نویسنده
چکیده
This article presents a model of the effects of product types (hedonic versus utilitarian) and object interactivity on presence perceptions (i.e., perceptions of nonmediation in technology-mediated environments, Lombard & Ditton, 1997), as well as on subsequent beliefs about a product and web site. A laboratory experiment has been designed to test the hypothesized effects. The expected findings will have important implications for research and practice, as they will further the understanding of factors influencing presence perceptions and online buying behavior, and provide prescriptive insights for the design of business-to-consumer e-commerce systems.
منابع مشابه
Virtual product experience: The effects of interactivity and task on presence perceptions
Presence perceptions (i.e., perceptions of nonmediation in technology-mediated environments, Lombard & Ditton, 1997) have been demonstrated to influence consumers’ attitudes and intentions in online shopping situations; the factors leading to presence, however, are not well understood. In business-to-consumer e-commerce environments, factors such as task characteristics (i.e., searching versus ...
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