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Virtual world brand experience and its impact on real world purchasing behavior

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Abstract

Using survey data from registered users of the popular virtual world Second Life, this research extends the theory of planned behavior model. In addition to the theory's basic predictors (attitudes, subjective norms and perceived control), the extended model includes virtual world brand experience, self-image congruence and perceived diagnosticity to improve the model's predictive power for explaining how virtual world brand experience affects real world purchase intentions and behavior. The study results show that virtual world brand experience has an impact on real world purchasing intentions and behaviors, and this relationship is moderated by self-image congruence and perceived diagnosticity. When a virtual world brand experience is considered to be helpful for evaluation and is consistent with the consumer's self-concept, the experience is found to have a stronger influence on real world purchase intentions and behavior. Overall, the findings indicate that multichannel effects exist between virtual world brand experiences and real world purchasing decisions.

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Authors and Affiliations

  1. Department of Marketing, School of Business, Providence College, 1 Cunningham Square, Providence, 02918, RI

    Jason A Gabisch

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  1. Jason A Gabisch
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Appendix

Appendix

Measurement scales

Attitude (α=0.969, four items; Smith et al, 2007)

  • ‘In general, how would you rate this brand?’

Unpleasant–pleasant, bad–good, negative–positive, unfavorable–favorable (rated on a 7-point scale ranging from 1 to 7).

Subjective norm (α=0.832, two items; Bamberg et al, 2003)

  • ‘In the real world, most people who are important to me would support me in buying products with this brand’ (1=strongly disagree to 7=strongly agree).

  • ‘In the real world, most people who are important to me think that I should buy products with this brand’ (1=strongly disagree to 7=strongly agree).

Perceived behavioral control (α=0.894, two items; Smith et al, 2007)

  • ‘For me to buy product with this brand in the real world would be’: (1=difficult to 7=easy).

  • ‘If I wanted to, I could easily buy products with this brand in the real world’ (1=strongly disagree to 7=strongly agree).

Self-image congruence (α=0.823, four items; Sirgy et al, 1997)

  • ‘I can identify with avatars who use products with this brand in Second Life’ (1=strongly disagree to 7=strongly agree).

  • ‘I am very much like the typical avatar that uses products with this brand in Second Life’ (1=strongly disagree to 7=strongly agree).

  • ‘The brand image is highly consistent with how I see myself in Second Life’ (1=strongly disagree to 7=strongly agree).

  • ‘I do not have anything in common with the typical avatar that uses this brand in Second Life’ (reverse scored, 1=strongly disagree to 7=strongly agree).

Perceived diagnosticity (α=0.886, two items; Kempf and Smith, 1998; Jiang and Benbasat, 2005)

  • ‘How helpful would you rate your experience with this brand in Second Life?’ (1=not helpful at all to 7=extremely helpful).

  • ‘Overall, how helpful would you rate your experience with the brand in Second Life for judging the quality and performance of products with this brand in real life?’ (1=not helpful at all to 7=extremely helpful).

Virtual world brand experience (α=0.807, four items)

  • ‘Have you spent time looking at products in Second Life with this brand?’ (1=Yes, 0=No).

  • ‘Have you tried out any products in Second Life with this brand?’ (1=Yes, 0=No).

  • ‘Have you considered purchasing any products in Second Life with this brand?’ (1=Yes, 0=No).

  • ‘Have you purchased any products in Second Life with this brand?’ (1=Yes, 0=No).

Real world purchase intention (α=0.905, two items; Holzwarth et al, 2006)

  • ‘I would be very interested in buying products with this brand in the real world’ (1=strongly disagree to 7=strongly agree).

  • ‘I would consider buying products with this brand in the real world’ (1=strongly disagree to 7=strongly agree).

Real world purchase behavior (α=0.791, three items)

  • ‘Have you spent time looking at products with this brand in the real world?’ (1=Yes, 0=No).

  • ‘Have you tried out products with this brand in the real world?’ (1=Yes, 0=No).

  • ‘Have you purchased products with this brand in the real world?’ (1=Yes, 0=No).

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Gabisch, J. Virtual world brand experience and its impact on real world purchasing behavior. J Brand Manag 19, 18–32 (2011). https://doi.org/10.1057/bm.2011.29

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