Hedonic and utilitarian shopping goals: The online experience

The purpose of this study is to examine the effects of the “virtual try-on” technology (AR) and the “3D virtual store” (VR) incorporated in an apparel retail website on purchase intentions. This study highlights the mediating role of cognitive elaboration in the process through which these technologies influence purchase intentions, and examines the way consumers’ shopping goals (searching vs. browsing) interact with the website technology and influence their responses. The two experiments demonstrated that, for browsers, the website with VR was more effective in increasing purchase intentions than were the website with AR or a regular website with no technology, while for searchers, both the website with AR and the website with VR were more effective than was a regular website. In addition, cognitive elaboration mediated the interaction between a technology and a shopping goal on purchase intentions for browsers, while such a mediating effect was not found in searchers.

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Role-Taking: Enhancing the Online Experience

Journal of Current Issues & Research in Advertising ◽

10.1080/10641734.2003.10505148 ◽

2003 ◽

Vol 25 (2) ◽

pp. 45-56 ◽

Cited By ~ 6

Author(s):

Steven M. Edwards ◽

Carrie La Ferle

Keyword(s):

Role Taking ◽

Online Experience

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Affective digital presence: How to free online writing and drawing?

Journal of Writing in Creative Practice ◽

10.1386/jwcp_00023_1 ◽

2021 ◽

Vol 14 (2) ◽

pp. 209-237 ◽

Cited By ~ 1

Author(s):

Francis Gilbert ◽

Miranda Matthews

Keyword(s):

Online Learning ◽

Physical Space ◽

Learning Spaces ◽

Online Writing ◽

Social Distancing ◽

Emancipatory Learning ◽

Online Experience

Online learning can be an alienating experience; students can feel their emotions are disregarded, marginalized or even viewed as hindrances as they try to motivate themselves to learn, staring at the dancing pixels of their illuminated screens. They feel at a remove from other students, trapped in other rooms, far away from them. The closeness of bodies in a shared physical space is raised as an absence. And yet, we contend in this article that connecting with affect in online learning spaces could build connectivity that counteracts the alienation of social distancing. Raw creative affective discourses can be challenging, and uncomfortable for others to take in but they are necessary online. We show that using non-digital practices such as drawing and writing freely, without inhibitions, can immeasurably enhance the online experience, giving a space for affect to be expressed in a safe but emancipatory learning architecture.

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The rise of a new form of virtual tour: Airbnb peer-to-peer online experience

Current Issues in Tourism ◽

10.1080/13683500.2021.2016662 ◽

2021 ◽

pp. 1-6

Author(s):

Jingjie Zhu ◽

Mingming Cheng

Keyword(s):

Peer To Peer ◽

Virtual Tour ◽

New Form ◽

Online Experience

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Linear and nonlinear relationships: a hybrid SEM-neural network approach to verify the links of online experience with luxury hotel branding

Journal of Hospitality and Tourism Insights ◽

10.1108/jhti-02-2021-0039 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Menglong Xia ◽

Yang Zhang

Keyword(s):

Neural Network ◽

Brand Image ◽

Mobile Apps ◽

Image Formation ◽

Perceived Usefulness ◽

Equation Modeling ◽

Content Type ◽

Nonlinear Relationships ◽

Linear And Nonlinear ◽

Online Experience

PurposeMobile technologies have recently come to serve as the primary reservation option for the hospitality industry. This study examines the role of online experience in determining potential consumers' perceived hotel brand image, through a three-stage model based on the stimulus–organism–response (SOR) framework.Design/methodology/approachA dual-stage analytical procedure, including structural equation modeling (SEM) and an artificial neural network (ANN) approach, was adopted to test the hypotheses.FindingsOnline experience of mobile applications (apps) can be influenced by perceived usefulness. As the indivisible component of consumers' cognitive beliefs, perceived ease of use exerts a positive impact on online experience. The online experience of mobile apps positively influenced brand awareness and satisfaction, further contributing to potential consumers' brand image formation.Research limitations/implicationsThis study empirically verified the relationships among potential hotel consumers' perceptions of official hotel mobile app quality, online experience and brand image.Practical implicationsThis study reiterates the importance of official hotel apps in implementing online marketing strategies, suggesting that hoteliers should pay attention to enhancing the quality of their official apps.Originality/valueThis study is one of the first to combine machine learning techniques with the traditional SEM approach to assess linear and nonlinear relationships in consumers' perceptual models. Additionally, the findings provide theoretical insights into the online experience of mobile apps and reveal the perceived brand image formation process of potential consumers.

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