Conceptualising and modelling virtual product experience for online retailers
Raed Algharabat · International Journal of Internet Marketing and Advertising · 2014
This study aims to define and conceptualise three-dimensional (3D) virtual product experience (VPE) for online retailers. Therefore, this research designed a hypothetical retailer website, which presents a variety of 3D laptop and ring sites that allow participants to control the content and form of the 3D flashes. This research finds that the measurement of VPE should be based on a multi-dimensional construct rather than a unidimensional one. In other words, this research finds that defining and operationalising VPE should be based on the authenticity, perceived diagnosticity, compatibility, flow and enjoyment aspects of the 3D product. Results show positive relationships among VPE, attitude to the product and purchase intention.