Technology driven experiences from mobile direct to virtual reality
Juran Kim, Seungmook Kang, Charles Ray Taylor · Journal of Global Scholars of Marketing Science · 2018
The effects of direct and indirect product experiences have been examined in several studies. This study expanded a previous experience study on the effects of mobile direct experience that clarified the relationships between direct experience and perceived interactivity, attitude toward smartphone applications and purchase intention. The current study on technology-driven experiences was expanded to (1) types of experience (product experience vs. brand experience) and (2) various settings (direct experience, indirect experience and technology-driven experience).