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The aim of the research is to identify the factors that create an authentic company's corporate social responsibility (CSR) engagement and to investigate whether an authentic CSR engagement influences the purchase intention. In addition, the study attempts to provide insights into the mediation role of attitude toward the company and frequency of purchase on purchase intention.

In this study, a theoretical framework is developed in which major antecedents of authentic CSR are identified. A specific example of a brand and its corporate social responsibility activities was used for the study. An online questionnaire was used to collect the data. To verify the hypothesis, structural equation modeling with the partial least squares method was used. A total of 240 people participated in the study.

The results of the study confirmed that CSR authenticity positively influences consumer purchase intention. Furthermore, the hypothesized impact of CSR authenticity on attitudes toward the company and frequency of purchase could be verified.

Although there is research on the antecedents influencing the consumer's perceived authenticity of CSR, it has not addressed differences in impact and has not presented a full picture of influencing antecedents. In addition, CSR proof as a new antecedent is investigated in the study. Moreover, research on outcomes of perceived CSR authenticity still lacks depth. The study therefore addresses this research gap by providing an extensive research framework including antecedents influencing CSR authenticity and outcomes of CSR authenticity.

The purpose of this study is to investigate the effects of telepresence while using a smartphone-based virtual reality system (SBVR) to explore a hotel virtually and to determine the influence of this immersive experience on the booking intention of the potential customer.

Within the scope of this study, a conceptual research model was developed which covered utilitarian and hedonic aspects of the user experience of SBVRs and showed their relevance for the booking intention. A virtual reality application was programmed especially for the study, in which the test persons were able to virtually explore a hotel complex. A total of 569 people participated in the study. A questionnaire was used for the data collection. The structural equation modelling and hypothesis verification were carried out using the partial least squares method.

The immersive feeling of telepresence increases the perceived enjoyment and usefulness of the potential customer. In addition, the user's curiosity is aroused by the telepresence, which also significantly increases the perceived enjoyment as well as the perceived usefulness. The hedonic and utilitarian value of the virtual hotel experience increases the probability that the customer will book the travel accommodation.

The virtual reality application developed for the study is based on static panoramic images and does not contain audio-visual elements (e.g. sound, video, animation). Audio-visual elements might increase the degree of immersion and could therefore be investigated in future research.

The results of the study show that the SBVR is a suitable marketing tool to present hotels in an informative and entertaining way, and can thereby increase sales and profits.

For the first time, this study investigates the potential of SBVRs for the virtual product presentation of hotels and provides empirical evidence that the availability of this innovative form of presentation leads to a higher booking intention.

本论文旨在研究借助智能手机虚拟现实系统（SBVR）以达到网真效果来展示酒店产品, 以及探究这种身临其境的体验是否对潜在酒店消费者的预定意图有影响。

本论文建立了一个理论模型, 包含了功利和享乐两方面的用户体验SBVR, 以及其与预定意图的联系。本论文创立了一个虚拟现实的模式, 实际测量了人们通过这个模式来探究酒店的体验。研究样本为569位参与者。采样方式为问卷方法。本论文采用PLS方式来进行结构方程模型（SEM）计算和假设验证。

网真技术的身临其境的体验增加了潜在消费者的感知享受和有用性。此外, 用户的好奇心被网真技术激发, 显著地增加了感知享受和感知有用性。虚拟酒店体验的享乐和功利价值增加了顾客预定的概率。

本论文研制的虚拟现实应用软件是基于静态全景影像, 而不含视听觉元素（比如, 声音、视频、动画）。视听觉因素可能会增加身临其境的感觉, 因此值得未来研究。

本论文结果表明SBVR是一个适合营销的手段, 其在信息性和娱乐性方面展示了酒店, 因此能够增加销量和利润。

首先, 本论文研究了SBVR对酒店虚拟产品展示的潜力, 并且提供实际测量结果, 证明了这种创新型展示对预定意图的促进作用

关键词 虚拟现实, 旅游住宿, 酒店, 产品展示, 网真, 预定意图

研究型论文