Bridging Consumers’ Self-Brand Distance through Virtual-Reality: Perspective from Presence Experiences

Presenter Information

Jiahong Xu, University of Science and Technology of ChinaFollow
Jingmei Zhou, Renmin University of ChinaFollow

Paper Number

1142

Paper Type

short

Description

Virtual-reality (VR) technology seems to be an efficient tool for consumer-brand relationship management since it could affect individuals’ psychological distance by enhancing their presence experiences. However, the effects of VR on individuals’ psychological distance are inconsistent. Based on the customer experience framework and construal level theory, these inconsistent effects could be attributed to the two aspects, namely, internal components of presence experience (i.e., immersive presence and realistic presence) and different impacts of vividness modes (i.e., modeling mode and panoramic mode). To address the above research gap, this study plans to investigate the relationships among consumers’ self-brand distance, presence experiences, vividness modes, and interactivity. An experiment will be conducted to collect empirical data in the VR-simulated shopping environment. The analysis of covariance could be used to examine the hypotheses. This research could offer implications to the literature and practice related to VR shopping and consumer-brand relationship management.

Comments

04-Work

Recommended Citation

Xu, Jiahong and Zhou, Jingmei, "Bridging Consumers’ Self-Brand Distance through Virtual-Reality: Perspective from Presence Experiences" (2023). ICIS 2023 Proceedings. 10.
https://aisel.aisnet.org/icis2023/techandfow/techandfow/10