Consumer trust in 3D virtual worlds and its impact on real world purchase intention
Consumer trust in 3D virtual worlds and its impact on real world purchase intention
复制标题
消费者对 3D 虚拟世界的信任及其对现实世界购买意愿的影响
DOI：
10.1108/nbri-03-2015-0009
复制
发表时间：
2015
影响因子：
2.8
通讯作者：
Dan Ke
中科院分区：
文献类型：
--
作者：
Yan Peng;Dan Ke
目的- -本研究探讨三维虚拟世界使用者对虚拟原型的真实性和可信度的感知，以及使用者在真实世界中的潜在购买行为。3D虚拟世界提供了一个展示虚拟原型的新平台，作为现实世界和在线服务新产品的推广渠道，用户可以通过他们的代表性化身进行“面对面”的交流。设计/方法/方式-作者在第二人生进行了一项实验，并在研究后的问卷调查收集数据，以测试我们提出的概念模型。结构方程模型是主要的方法论。结果-研究结果表明，3D虚拟世界的用户获得了很高的临场感和社会存在感。临场感正向导致用户的感知在线信任的虚拟原型，从而增加他们的意图购买现实世界的对象;用户的社会存在感正向关联到他们的感知真实性和在线信任，因此，他们的购买意愿。研究限制/影响-在调查研究中，常见的方法方差是一个问题。一个更有效的方法是使用客观的方法。实际影响- -为企业提出了一个新的渠道来增强其在线策略，从而增加其业务价值。社会影响- 3D虚拟世界也是一个前沿的平台，远程教育，公共信息服务等独创性/价值-本文最初贡献的文献，解释相关的购买意向在现实世界中的对象在3D虚拟世界的基本因素。我们展示了优势，即在3D用户生成的环境中的通信效率和生动的虚拟设计。
Purpose - – This paper examines the three-dimensional (3D)virtual world users’ perceptions of authenticity and trustworthiness in the virtual prototypes and users’ potential purchase behavior in the real-world settings. The 3D virtual worlds provide a new platform that exhibits virtual prototypes as a promotion channel for new products of real-world and online service, where users can communicate “face to face” via their representative avatars. Design/methodology/approach - – The authors conducted an experiment in Second Life and collected data in a post-study questionnaire to test our proposed conceptual model. Structural equation modeling was the main methodology. Findings - – The research results showed that 3D virtual world users obtained a high sense of telepresence and social presence. The sense of telepresence positively leads to users’ perceptions of online trust in the virtual prototypes and thus increases their intention to purchase real-world objects; the users’ sense of social presence positively associates to their perceptions of authenticity and online trust and, therefore, their purchase intention. Research limitations/implications - – In survey research, the common method variance is a problem. A more robust way is to use objective measures. Practical implications - – A new channel was proposed for businesses to enhance their online strategies that will increase their business value. Social implications - – 3D virtual world is also a cutting-edge platform for remote education, public information service, etc. Originality/value - – This paper initially contributes to the literature that interprets underlying factors in 3D virtual worlds associated to purchase intention in real-world objects. We demonstrated the advantages, i.e. the communication efficacy and vivid virtual design in the 3D user-generated environment.
影响因子：
7.9
作者：
STEUER, J
通讯作者：
STEUER, J