Title: Conceptualising and modelling virtual product experience for online retailers

Authors: Raed S. Algharabat

Addresses: Department of Marketing, School of Business, The University of Jordan, Amman 11942, Jordan

Abstract: This study aims to define and conceptualise three-dimensional (3D) virtual product experience (VPE) for online retailers. Therefore, this research designed a hypothetical retailer website, which presents a variety of 3D laptop and ring sites that allow participants to control the content and form of the 3D flashes. This research finds that the measurement of VPE should be based on a multi-dimensional construct rather than a unidimensional one. In other words, this research finds that defining and operationalising VPE should be based on the authenticity, perceived diagnosticity, compatibility, flow and enjoyment aspects of the 3D product. Results show positive relationships among VPE, attitude to the product and purchase intention.

Keywords: 3D virtual product experience; authenticity; diagnosticity; compatibility; flow; enjoyment; product attitudes; purchase intention; modelling; virtual products; online retailers; e-tailing; retailer websites.

DOI: 10.1504/IJIMA.2014.067660

International Journal of Internet Marketing and Advertising, 2014 Vol.8 No.4, pp.300 - 319

Accepted: 15 Jul 2014
Published online: 16 Feb 2015 *

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