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Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence
Abstract
The conceptualization of a virtual experience has emerged because advancements in computer technology have led to a movement toward more multisensory online experiences. Two studies designed to explore the concepts of virtual experience and presence are presented, with the results largely supporting the proposition that 3-D advertising is capable of enhancing presence and, to varying degrees, ultimately influencing the product knowledge, brand attitude, and purchase intention of consumers. The marketing implications are immediate because the ability to create a compelling virtual product experience is not beyond the current capability of interactive advertising. By creating compelling on-line virtual experiences, advertisers can potentially enhance the value of product information presented and engage consumers in an active user-controlled product experience.s
... H1: Vividness positively influences consumption vision. According to Jiang and Benbasat (2007), vividness can bring a mediated environment closer to a real environment via a high-intensity level of stimuli to the various senses, and thus, it is one of the most significant media characteristics capable of influencing telepresence (Li et al., 2002). Various studies in an online context (e.g., Debbabi et al., 2010;Papagiannidis et al., 2017) have adopted this line of thought, proposing and demonstrating that vividness "brings the experience and objects closer to us, allowing us to indirectly meet and experience other objects." ...
... Such an impact is in line with media richness theory (Daft and Lengel, 1986), which postulates that richer mediums of communication (i.e., vividness; Steuer, 1992) lead to a better understanding of the message and lower ambiguity, subsequently bringing a mediated environment closer to a real environment by enhancing the depth and width of the communication process. The depth and the width of communication refer to how recipients perceive the quality of the represented information and the number of sensory dimensions a communication medium provides, respectively (Li et al., 2002). Thus, the deeper and wider the communication is (i.e., vividness), the stronger the impression of being in the real world viewers develop (i.e., telepresence; Slater and Wilbur, 1997). ...
... As vividness reflects product presentation quality (Jiang and Benbasat, 2007), it is significant that the live-streamers must use specialized equipment and professional supporting teams so that the images (e.g., of products), sounds (e.g., of music), and voices (e.g., of live-streamers) and texts (e.g., product description) can be fully and vividly transferred to viewers. Furthermore, since vividness is about depth and breadth (Li et al., 2002), new technologies should be adopted to generate higher stimulation of viewers' senses. To enhance personalisation, live-streamers need to respond to viewers' requests for product information, answer viewers' questions, and interact with viewers with images, videos, sounds, and texts (Kang et al., 2021). ...
Responding to the call for more studies that dig deeper into the mechanism linking live-streaming's (SC live-streaming) distinctive characteristics with impulsive buying behaviour, this study adopts the widely-accepted stimulus-organism-response paradigm to develop a moderating-mediating model that investigates the mechanisms linking the two distinctive characteristics of vividness and personalisation as stimuli and the urge to buy impulsively as a response via consumption vision and telepresence as organism. To further unravel the intricate relationships among stimuli, organism, and response, the moderating role of impulsivity is also integrated as the boundary condition between stimuli (i.e., vividness and personalisation) and organism (i.e., consumption vision and telepresence). The direct, indirect, and moderating effects were tested on a sample of 376 live-streaming viewers with the partial least squares structural equation model (PLS-SEM) technique with SmartPLS software version 4. The findings indicate that stimuli have an influence on organism which in turn increases response, and the association between stimuli and organism is enhanced by impulsivity. Furthermore, organism mediates the impact of stimuli on the response. Based on the results, this study offers some significant theoretical and practical implications.
Full-text: https://authors.elsevier.com/a/1hMDA5aO-oneI%7E
... A human may involve in a particular action if they have the capacity and desire to do so. According to earlier research, perceived affordances (Li, et al., 2002), selfefficacy, convenience/availability (Olsen, 2004), and knowledge (Kim, et. al, 2014;Maichum et al., 2016) are abilities that are connected to perceived behavioural control. ...
Tax evasion is still justified by Malaysian citizens as being tolerable and acceptable, as seen by the greater number of tax evasion cases and rise in unpaid tax figures in the country. This study examines the connection between attitude, perceived behaviour control and subjective norms towards tax evasion behaviour between the accounting and non-accounting background PEOPLE: International Journal of Social Sciences ISSN 2454-5899 134 employees. This study adopts a quantitative methodology and based on non-probability sampling of Malaysian individual taxpayers. Google forms were used to collect all the data, then analysed using SPSS 22.0. The results indicate that employees with accounting backgrounds behave differently than those without an accounting background in terms of their aim to evade taxes. All variables show a positive correlation with tax evasion behaviour for employees with non-accounting backgrounds. However, among workers with accounting backgrounds, only subjective norms show a positive impact on tax evasion behaviour. As compares to non-accounting background employees, subjective norms and perceived behavioural control influence the intention to engage in tax evasion. The findings of this study may help employers prevent unintended tax evasion by educating employees on handling their tax returns. Additionally, this outcome will add value to the new knowledge particularly in the literature on tax compliance.
... Consumers often use computer-generated product representations to develop innovative products before making purchasing decisions (McLean, Al-Nabhani & Wilson, 2018;Pizzi et al., 2019). Li, Daugherty, & Biocca (2002) & Yim & Park (2019)s' research find that VR and AR service technologies produce better effects on consumer behaviors than traditional businesses. Hilken et al, (2017), Huang (2019) and Yim & Park (2019) examined the effect of VR and AR service technologies in some previous studies. ...
The rapid growth of virtual reality (VR) and augmented reality (AR) services in various industries has stimulated innovation. This study proposes a research framework and theoretical model based on self-determination theory (SDT) to examine consumers’ purchase intentions for VR and AR service technologies. The research scope includes fashion brands that use VR and AR service technologies. The study employs in-depth interviews to identify the key drivers of VR and AR technologies for fashion brands. The research design uses an online survey of 675 fashion brand consumers to collect questionnaire data employing structural equation modeling (SEM) and fuzzy set qualitative comparative analysis fuzzy-set qualitative comparative analysis (fsQCA) to test the research hypotheses and answer the research questions. This study contributes to understanding consumer technology and psychological perceptions about implementing fashion brands with VR and AR service technologies for future service design and marketing. The research findings show that perceived value, perceived enjoyment, perceived informativeness, presence, and consumer experience affect purchase intention positively when using AR/VR service technologies. Further, the results highlight that perceived value, enjoyment, and informativeness affect consumer experience. The results of the FsQCA show that the causal conditions of perceived value, perceived enjoyment, perceived informativeness, presence, and consumer experience are sufficient and necessary for higher purchase intention for consumers in the fashion brand context.
... Respondents will be categorised into different groups depending on the demographic characteristics of respondents. Considering the time constraints, 4 to 6 demographic groups with 6 to 10 respondents will be constructed for qualitative data 335 collection. The open conversation will allow the researcher to understand respondents' perceptions, attitudes, opinions, and behaviour. ...
... In consumer behaviour research, advertising and other research fields that are concerned with the relationships between attitudes and behaviour, it is common to use measurements of purchase intention [15], [16], [17], [18]. The equivalent to purchase intention in a tourism context is intention to visit a place or destination [19]. ...
In this study, we invited members of a Norwegian national survey-panel to give their views on digital travel applications and digital travel experiences, and to consider Mexico as a travel destination. We presented vacationers with descriptions of digital travel products and activities, and a video about Mexico made from the game Horizon Forza 5. We used Partial Least Square—Structural Equation modelling (PLS-SEM) to analyse whether digital presentations, sense of place, and travel motivation could predict intention to visit Mexico. The analysis showed that vicarious sense of place was the best predictor of future intentions. As the study is based on survey data from a national population, a reasonable degree of generalisability, at least for Norway and other Scandinavian countries, is to be expected. It shows that there is a small but emergent market for digital travel and virtual tourism. More importantly, the study indicates that a digital experience in a virtual environment—specifically, that of a vicarious sense of place—can stimulate and motivate vacationers to travel to a tourist destination and hence that there are opportunities which businesses in the travel economy can potentially utilize.KeywordsDigital travelVirtual tourismtourism marketingSense of placeIntention to visit a destination
... The TPB model highlights that ability and motivation play a role in influencing behavior, and the development of perceived behavioral control is crucial for forming intentions [31]. Assessing products before purchase relies on perceptual cues from perceived behaviors [32]. In the context of green residential buildings, several studies confirmed a significant positive relationship between perceived behavioral control and customer purchase intention [12], [33], [34]. ...
The need for housing for Indonesian people is increasing yearly due to the high population growth rate. This fact can gradually trigger global warming. There is a need for intervention in the residential sector to minimize the resulting negative impacts by developing a green building concept. This study uses an extended Theory of Planned Behavior to identify the factors influencing purchase intention and willingness to pay for green housing (GH) in the Jabodetabek community. The study collected 347 valid responses through a survey with a purposive sampling method and used structural equation modeling to test the hypotheses. The factors raised in this study are attitudes, perceived behavioral control, subjective norms, environmental concern, subjective knowledge, policy, perceived risks, green communication, green purchase intentions (GPI), and willingness to pay (WTP). This research proves that attitude, policy, and subjective knowledge factors significantly directly affect GPI. Meanwhile, environmental concerns and subjective knowledge can also significantly and indirectly affect GPI. This study also proves a significant influence between GPI and WTP for GH in the Jabodetabek community. Perceived risk has a significant negative impact on the GPI. Additionally, developers can employ a strategy that combines attitude, subjective knowledge, and environmental concern to design programs that address consumers' cognitive and affective aspects. The government can also play a role in promoting the use of GH through incentives related to green construction.
Eleştirel ve yaratıcı düşünce 21. yüzyıl öğrenenlerinin geliştirmesi gereken önemli becerilerdir. Bu araştırma, açık ve uzaktan öğrenme ortamlarında eleştirel ve yaratıcı düşünceyi geliştirmek için, etkileşimli öğrenme senaryosunda hangi unsurların bulunması gerektiğini ortaya çıkarmayı ve etkileşimli öğrenme senaryo tasarımına yönelik bir kontrol listesi oluşturmayı amaçlamaktadır. Belirlenen amaç doğrultusunda Hetagoji kuramı ve Sorgulamaya Dayalı Öğrenme kuramı çalışmanın kuramsal çerçevesini oluşturmaktadır. Bu anlamda çalışma, etkileşimli senaryo oluşturma sürecine Hetagojik bir yaklaşımla Sorgulamaya Dayalı Öğrenme bağlamında bütüncül bir bakış açısı oluşturarak alanyazına katkı sağlaması açısından önemlidir. Çalışma nitel araştırma yaklaşımlarından biri olan durum çalışması ile desenlenmiştir. Veriler, yarı yapılandırılmış görüşme formlarıyla yüz yüze ve çevrimiçi olarak yedi alan uzmanıyla görüşme yapılarak toplanmıştır. Toplanan veriler, NVivo12 paket programıyla analiz edilerek, dört ana tema, on altı tema, elli beş alt temaya ulaşılmıştır. Bu bağlamda oluşturulan kontrol listesi genel olarak; önceki bilgiyle yeni bilgiyi bütünleştirme, süreç içinde öğrenene başarı mutluluğu yaşatma, farklı öğrenme stillerine yönelik farklı öğrenme yolu seçenekleri sunma, dallanma yapıları ve oryantasyon eklentisi oluşturma, açık uçlu soruları, örnek olayları, yaşamdan hikâyeleri, tartışma forumlarını bütün sürece yayma, uygun yazılım seçme şeklinde özetlenebilir.
Immersive technologies, including augmented reality (AR), virtual reality (VR), mixed reality (MR), and three-dimensional (3D) views, are digitally expanding consumers’ reality, enabling never-before-seen experiences. As these technologies transform from a quirky novelty into a ubiquitous utility for consumers, we analyze the advances of the past two decades of research that elaborate on the influence of immersive technologies on consumer behavior. While the past reviews in this area have focused on a limited number of immersive technologies or their application in a sole industry, we holistically analyze and compare the influence of AR, VR, MR, and 3D on consumer behavior across various sectors. We adopt an integrated TCM (Theories, Contexts, and Methods)-ADO (Antecedents, Decisions, and Outcomes) framework to systematically review 129 studies from high-quality academic journals. The findings from this analysis present implications for future research, theory, and practice.
JEL Classification
M31 Marketing
Interactivity is something researchers study, new technology commercials promote, and designers create. It’s not something people do. People use the internet, watch TV, shop, explore, learn, send and receive email, look things up… The word interactivity and its derivatives are used to represent so many different meanings that the word muddles rather than clarifies the speaker’s intent. The construct is worth salvaging carefully so future research more clearly defines the interaction parameters of interest and specifies what aspect(s) of interactivity are being examined. This article offers a conceptualization of interactivity and suggests domains for operationalizations intended to be useful for researchers and designers.
This experiment examines interactivity and vividness in commercial web sites. We expected increased levels of interactivity and vividness would lead to more positive attitudes toward web sites, stronger feelings of telepresence, and greater attitude—behavior consistency. In addition, we expected increased levels of vividness to lead to the development of more enduring attitudes toward the site. Participants explored four web sites. Increases in interactivity and vividness were associated with increased feelings of telepresence. In addition, increases in vividness were associated with more positive and more enduring attitudes toward the web site. Implications for new media researchers and practitioners are discussed.
Economists have long believed that product differentiation is an important determinant of market behavior (e.g., Chamberlin, 1950; Bain, 1956), but economists have not been very successful in giving this concept operational meaning.1 One reason for this lack of success is that economists have not focused on one of the key elements of product differentiation: the consumer’s acquisition of information about product quality. I show in this paper that product differentiation will have quite different consequences on market behavior given different ways in which consumers obtain their information. These theoretical results are then supported by substantial empirical evidence.
The authors examine the effects of brand strategy (i.e., brand extensions vs. individual brands) on new product market share and advertising efficiency, and the degree to which these effects are moderated by characteristics of the brand, the product to which it is extended, and the market in which that product competes. The findings indicate that brand extensions capture greater market share and realize greater advertising efficiency than individual brands. The strength of the parent brand is related positively to the market share of brand extensions but has no effect on advertising efficiency. Neither the market share nor the advertising efficiency of extensions is affected by the number of products affiliated with the parent brand. The relative effect of brand extensions on market share is not moderated by the degree of similarity between the extension and other products affiliated with the brand. Advertising efficiency effects, however, are elevated when similarity is high, but only when it is based on intrinsic attributes. Market share and advertising efficiency effects are elevated when the extension is composed primarily of experience attributes and competes in markets where consumers have limited knowledge of the product class. Competitive intensity does not moderate advertising efficiency effects; however, market share effects are elevated when the extension competes in markets comprising few competitors. Finally, both market share and efficiency effects diminish as the extension becomes established in the market.
Information integration theory and the integrated information response model are used to explore how consumers combine information from advertising and trial. Also investigated is the ability of attitude toward the ad to mediate advertising's effects on brand cognitions and brand attitudes after trial. An experiment is conducted in which three independent variables are manipulated: the information source (ad only, trial only, and ad plus trial), information sequence (ad/trial and trial/ad), and favorability of trial (positive and negative). Results show that (1) advertising can lessen the negative effects of an unfavorable trial experience on brand evaluations, especially when the ad is processed first, (2) when negative trial precedes exposure to advertising, cognitive evaluations of the ad are more negative, (3) the ability of ad attitudes to influence brand cognitions and brand attitudes is significantly reduced after trial, and (4) the ability of brand cognitions to influence brand attitudes is significantly increased after trial. Implications for advertising research and practice are discussed.
A major goal of this study is to develop and test a structural model of trial processing to help marketers and researchers better understand the dynamics of this important stage in the purchase process. No such model exists, even though prior research has demonstrated that product trial can be an important determinant of brand beliefs and attitudes. Accordingly, the authors develop a general model of how consumers process and respond to trial experiences. This trial model then is integrated with a well-known advertising model to trace how (1) consumers react when both types of information are available and (2) advertising achieves its influence on trial perceptions. The authors estimate these models for two products that vary significantly in the diagnosticity of the trial experience and discuss implications for marketing research and practice.
This article reviews the development of advertising response theories including the hierarchy of effects and low involvement learning models. By combining concepts from several areas, a new "integrated information response model" is proposed that appears to be in close accord with existing evidence.