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The effects of sequential combinations of virtual experience, direct experience, and indirect experience: the moderating roles of need for touch and product involvement

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Abstract

This study explored the effects of sequential combinations of consumer experiences. Four kinds of sequential combinations of consumer experiences were designed: exposing to escapist virtual experience preceding direct experience (VEescapist → DE), exposing to education virtual experience preceding direct experience (VEeducation → DE), exposing to escapist virtual experience preceding indirect experience (VEescapist → IDE), and exposing to education virtual experience preceding indirect experience (VEeducation → IDE). The results indicated that “VEescapist → IDE” produces the highest product knowledge and brand attitude; “VEescapist → DE” produces the lowest perceived risk. Additionally, the moderating roles of need for touch and product involvement also explored. For the high need for touch, “VEescapist → IDE” produces the highest product knowledge and “VEescapist → DE” produces the lowest perceived risk; for the high product involvement, “VEescapist → IDE” produces the highest product knowledge and brand attitude and “VEescapist → DE” produces the lowest perceived risk.

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Acknowledgements

The authors are indebted to the Editor and reviewers for many helpful comments and suggestions. They also would like to thank the National Science Council of the Republic of China, Taiwan for financially supporting this research under contract No. NSC 95-2416-H-027-004.

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  1. Department of Business Management, National Taipei University of Technology, Taipei, Taiwan (R.O.C.)

    Ching-Jui Keng & Yu-I Yang

  2. Department of Business Management, Tatung University, Taipei, Taiwan (R.O.C.)

    Tze-Hsien Liao

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Keng, CJ., Liao, TH. & Yang, YI. The effects of sequential combinations of virtual experience, direct experience, and indirect experience: the moderating roles of need for touch and product involvement. Electron Commer Res 12, 177–199 (2012). https://doi.org/10.1007/s10660-012-9093-9

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