Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes versus Purchase Intentions
Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes versus Purchase Intentions
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DOI：
10.1086/376807
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发表时间：
2003-09
影响因子：
7.2
通讯作者：
Ann E. Schlosser
中科院分区：
文献类型：
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作者：
Ann E. Schlosser
本文的研究议程是研究个人如何处理通过与产品的虚拟交互（对象交互性）呈现的信息，以及如果他们正在寻找美学体验（浏览器）或查找特定信息（搜索器），这对他们的购买意图的影响。研究表明，用户目标与产品信息传递的一致性会影响话语加工，进而影响用户的态度。然而，对创造良好的产品态度最有效的东西不一定对提高购买意愿最有效。这是因为意象处理应该在影响购买意愿方面发挥更重要的作用，因为当人们估计自己的行为时，他们可能会对自己执行该行为进行心理模拟。据预测，对象的交互性将唤起生动的心理形象的产品使用，无论用户的目标，从而增加意图。四个实验的结果支持这些假设。版权所有2003年由芝加哥大学。
The research agenda for this article is to examine how individuals process information presented through virtual interaction with a product (object interactivity) and the impact that this has on their purchase intentions if they are looking for an aesthetic experience (browsers) or to find specific information (searchers). It is proposed that the congruency between users' goals and the delivery of product information will influence discursive processing and thus attitudes. However, what is most effective for creating favorable product attitudes is not necessarily most effective in raising purchase intentions. This is because imagery processing should play a more prominent role in affecting purchase intentions because, when estimating their own behavior, people likely run a mental simulation of themselves performing that behavior. It is predicted that object interactivity will evoke vivid mental images of product use regardless of the users' goals and thus increase intentions. The results of four experiments support these hypotheses. Copyright 2003 by the University of Chicago.