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The aim of this study is to investigate the effects of different virtual product experiences (VPEs, interpersonal and machine) on sense of virtual community (SOVC) for consumers. Furthermore, parasocial interaction (PSI) and the sequence of VPEs likely moderate the relationship between different combinations of VPEs and SOVC.

The study employed a factorial online experimental design: 8 (combinations of VPEs, between subjects) x 2 (sequences of VPEs, between subjects). Participants were randomly assigned to the 16 groups.

The results show that with a high degree of PSI, the “escapism + social” VPEs group has the greatest beneficial effects on SOVC, whereas with a low degree of PSI, the “aesthetics + information” VPEs group has the greatest beneficial effects on SOVC. Besides, in VPES sequence 1 (interpersonal → machine), the “escapism + social” VPEs group has a greater effect on SOVC, whereas in sequence 2 (machine → interpersonal), there was no statistically significant difference for VPEs combinations relative to SOVC.

This study determines that consumers with different degrees of PSI differ from one another regarding their interactions with web sites and communities. Therefore, the characteristics of PSI provide manufacturers with various marketing strategies for interaction. The combinations and sequences of interpersonal and machine VPEs in this study can provide manufacturers with suggestions for appropriate online shopping web site design.

Although the importance of these virtual experiences is continuously increasing, there is still a lack of studies that empirically analyze from the combinations of machine interaction and interpersonal interaction of VPEs of the effects on consumer behavior.

The purpose of this paper is to explore the impact of the sequential combination of consumer experiences on product knowledge and brand attitude. Additionally, the moderating role of desire for unique consumer products (DUCP) was also discussed.

Four types of sequential combinations of consumer experiences were designed: exposure to escapist virtual experience preceding direct experience (VEescapist→DE), exposure to education virtual experience preceding direct experience (VEeducation→DE), exposure to escapist virtual experience preceding indirect experience (VEescapist→IDE), and exposure to education virtual experience preceding indirect experience (VEeducation→IDE). A total of 302 undergraduate college students in Taiwan participated in this study.

The results revealed that DUCP moderated the sequential combination of consumer experiences on product knowledge. For the high level of DUCP, there are significant differences among the effects of the sequential combination of consumer experiences on product knowledge. Specifically, it was found that VEescapist→IDE produces the highest product knowledge while VEeducation→DE produces the lowest product knowledge. Regarding the low level of DUCP, there are not significant differences among the effects of sequential combination of consumer experiences on product knowledge.

This study extended the studies of Daugherty et al. (2008), Pine and Gilmore (1999), and Keng et al. (2012) to further explore the effects of the sequential combination of experiences.

The purpose of this paper is to examine the determinants of users’ simulated experience in a virtual store and to show the subsequent impact of that experience on engagement. The outcome of that engagement is examined in relation to enjoyment, satisfaction and purchase intentions.

The method comprised an experiment comparing users’ perceptions of a standard 2D online clothing store with an enhanced, immersive one that aimed to provide shopping value approaching that of a traditional store by using a 3D experience where participants wore special glasses and a data glove.

Results demonstrate the major role of telepresence components in simulated experience and the critical role of that experience, along with hedonic and utilitarian values, in engagement. Purchase intention is influenced by satisfaction, which is in turn influenced by enjoyment and engagement. Engagement in turn is influenced by utilitarian and hedonic value and the experience of product simulation or telepresence, which is composed of control, colour and graphics vividness, and 3D authenticity. In the immersive, 3D environment, experience is more associated with engagement and enjoyment, leading to greater purchase intention. The immersive, 3D environment, thus, has the potential to rival traditional shopping in terms of experience, resulting in higher sales for retailers and satisfaction for consumers.

This work has evaluated a robust model of purchase intention and demonstrated it to hold not only in a 3D environment on a conventional computer platform, but also in an immersive one, where participants wear special glasses and a data glove.

The aim of this study is to evaluate the implicit and explicit attitudes of Generation Z (Gen Z) individuals toward the experience of visiting and getting to know traditional or virtual museums.

Two studies were conducted. The first study assesses the implicit attitudes of Gen Z individuals through Implicit Association Tests (IAT) toward the experience of visiting traditional versus virtual museums. Considering the results of the study one, the second study proposes and validates a conceptual model through PLS-SEM approach about the explicit attitudes of this generation toward virtual museums.

In the first study, it was found that virtual museums are more successful at engaging and immersing participants than traditional museums for Gen Z. The second study emphasized the significance of meeting Gen Z expectations and ensuring effortless access to information in virtual experiences as this can lead to increased satisfaction and inspiration among this generation.

The originality of this study lies in its focus on Gen Z's attitudes toward virtual museums and the use of both implicit and explicit attitude measures to gain a comprehensive understanding of these attitudes. An interesting aspect emerges from the implicit attitudes displayed by Gen Z, indicating their preference for virtual museums as more captivating compared to traditional ones.

This study aims to provide a conceptual framework for exploring the relationship between online game product engagement and online brand community engagement and how these two types of customer engagement affect subsequent offline benefit for customers and online and offline benefits for firms. This study also investigates the antecedents of online game product engagement from the virtual experience perspective.

This study collected data from online gamers in Taiwan. Of the 580 responses, 548 were valid. Smart PLS 3 was used to test the measurement model and the hypotheses in the research model.

The conceptual model is supported. First, the findings show that learning, entertainment, flow and social interaction play key roles in explaining online game product engagement. Second, online game product engagement has a positive effect on online brand community engagement. Finally, online game product engagement and online brand community engagement are crucial drivers of customers’ offline benefit and firms’ online and offline benefits.

Four contributions are made by this study. First, this study explores firms’ online benefit (virtual item purchase intention) and offline benefits, including licensed product and co-branded product purchase intention. Second, this study explores the customer’s offline benefit (offline skill development). Third, it focuses on two types of customer engagement, including online game product engagement and online brand community engagement, and explores the relationship between them. Finally, the concept of virtual experience is used to explore the antecedents of online game product engagement.

The purpose of this study is to define metaverse tourism and to provide a viewpoint and further research regarding metaverse tourism with respect to its potential for sustainable tourism.

This study investigated the potential of the metaverse for sustainable tourism based on United Nations World Tourism Organization (UNWTO) reports, Google Trends data and previous studies including human–computer interactions, virtual reality and cognitive studies.

This research found that metaverse products and experiences could aid in expanding the range of tourism resources and support sustainable tourism by providing alternative and profitable resources. Producing licensed and profitable metaverse tourism products and experiences could increase profitability for tourism destinations and should be developed in accordance with the UNWTO Sustainable Development Goals (SDGs).

Using metaverse tourism products and experiences is a new approach to attain the SDGs. Analysis of accumulated data from further empirical studies and case studies is necessary to evaluate the effectiveness of this approach.

To the best of the authors’ knowledge, this paper is an original attempt to define metaverse tourism in the tourism and hospitality context and to consider its potential, linked to UNWTO’s SDGs. Insights from this paper could be useful for initiating further research and discussions on future metaverse tourism and sustainable tourism.

本研究的目的是定义元宇宙旅游, 并就其在可持续旅游方面的潜力提供关于元宇宙旅游的观点和进一步研究。

本研究基于联合国世界旅游组织 (UNWTO) 报告、谷歌趋势数据以及包括人机交互、虚拟现实和认知研究在内的已有相关研究, 调查了元宇宙在可持续旅游方面的潜力。

这项研究发现, 元宇宙旅游产品和体验可以帮助扩大旅游资源的范围, 并通过提供替代和有利可图的资源来支持可持续旅游。生产许可和盈利的虚拟世界旅游产品和体验可以增加旅游目的地的盈利能力, 并应根据联合国世界旅游组织可持续发展目标 (SDG) 进行开发。

使用元宇宙旅游产品和体验是实现可持续发展目标的一种新方法。未来有必要采取实证研究和案例研究的累积数据进行分析, 以评估这种方法的有效性。

本文是在旅游和酒店环境中定义元宇宙旅游并考虑其潜力的创新性尝试, 与联合国世界旅游组织的可持续发展目标相关联。本文的观点可能有助于启动关于未来虚拟世界旅游和可持续旅游的进一步研究和讨论。

La finalidad de este estudio es definir el turismo de metaverso y proporcionar un enfoque y futuras investigaciones sobre el turismo de metaverso con relación a su potencial para el turismo sostenible.

Este estudio analizó el potencial del metaverso para el turismo sostenible basándose en los informes de la Organización Mundial del Turismo (OMT) de las Naciones Unidas, en los datos de Google Trends y en estudios anteriores que incluían las interacciones entre humanos y ordenadores, la realidad virtual y los estudios cognitivos.

Esta investigación encontró que los productos y experiencias del metaverso podrían ayudar a extender la oferta de recursos turísticos y apoyar el turismo sostenible proporcionando recursos alternativos y rentables. La producción de productos y experiencias turísticas de metaverso autorizadas y rentables podría aumentar la rentabilidad de los destinos turísticos y debería desarrollarse de acuerdo con los Objetivos de Desarrollo Sostenible (ODS) de la OMT.

El empleo de productos y experiencias turísticas del metaverso es un nuevo enfoque para alcanzar los ODS. Es necesario analizar los datos acumulados de otros estudios empíricos y de casos de estudio para evaluar la eficacia de este enfoque.

Este documento es un intento original de definir el turismo del metaverso en el contexto del turismo y la hospitalidad y considerar su potencial, vinculado a los ODS de la OMT. Las ideas de este documento podrían ser útiles para iniciar más investigaciones y debates sobre el futuro turismo metaverso y el turismo sostenible.

In the context of a profound digital transformation, the need for social interactivity is becoming fundamental for consumers on e-commerce sites. It allows them to interact with the company in the same way as with salespeople in physical stores. Among the different existing virtual agents used by companies to offer online solid interaction, this study focuses on virtual recommendation agents (VRAs). The purpose of this paper is to investigate the effectiveness of VRA on consumers’ psychological states and online impulse buying.

An experimental website was designed for this study. After interacting with VRA, respondents had to take part in a survey. The questionnaire included measures of perception of the VRA, perceived enjoyment, online impulse buying and perceived risk. Structural equation modelling was used to test the research model.

The results confirm the positive influence of the VRA on perceived enjoyment, which is positively associated with online impulse buying. The effect of the VRA’s presence on perceived enjoyment is moderated by gender.

Only one product category was studied, for which the advice of VRAs is undoubtedly essential. However, this could also be valid for other products, such as technological products, where the consumer’s level of expertise may be low. Hence, the authors propose to extend this study to various products for a better generalization of the results.

This study provides practitioners with relevant findings on the efficiency of VRAs and offers them guidelines to design more interactive commercial websites with higher levels of social interactions. Such interactions should reduce perceived risks and make visitors more confident. This can encourage more traffic and sales, which implies growth in incomes and revenues.

Through this technology, VRAs can create more humanized links between consumers and companies.

Working on VRAs is original as they represent the technology that can replace salespeople. In addition, to the best of the authors’ knowledge, this research is the first to test the impact of VRA on online impulse buying. By examining the VRA’s set of fundamental capabilities, this study contributes to existing research on how companies should integrate digital technologies in their sales interactions with consumers, which to date has focused on other sales channels such as social media platforms.

This paper aims to explore the virtual experience to understand its components and its effects on consumers’ real world.

Our approach relies on a rarely used projective method: “Album-on-Line” (AOL). This technique allows identifying consumers’ representations of their experience. It uses images to immerse participants in a virtual experience and to lead an individual reflection, then a group reflection.

Virtual experiences have utilitarian, hedonic, psychological and social dimensions. When immersing in virtual experiences, consumers’ perception and consumption of products and services change. A projection occurs leading to an identification to virtual characters. This projection also leads to a consumption aiming at finding back the excitement and challenge lived during virtual experiences.

The main limitation of this research relates with the fuzzy distinction between the virtual and the electronic in consumers’ minds and even in the literature. Future work should propose a multidisciplinary definition of the virtual experience, considering its specificities and components.

This research offers companies a better understanding of consumers’ motivations to live virtual experiences. It may bring insights on how to provide a more customized offering and a more adapted communication.

Compared to previous work, the present research offers a better understanding of the components of online and offline virtual experiences by considering the virtual in its broadest meaning. The use of the AOL technique enabled a closer look at the specificities of the virtual experience as perceived by consumers. It was also possible to explore the “post-experience” stage by understanding the effect of virtual experiences on consumers’ perceptions and consumptions.

The purpose of this paper is to understand how augmented reality (AR) try-on experiences facilitate consumers’ shopping decision. Focusing on the immersion and psychological ownership, the study investigated how the properties of AR experiences (environmental embedding (EE) and simulated physical control (SPC)) affect decision comfort.

This research theoretically and empirically analyzes how each property of AR experiences affects consequential psychological states and then further increases decision comfort by employing an existing AR try-on mobile application. A total of 99 valid responses were used for the partial least square structural equation modeling analysis. One’s prior AR try-on experience was predicted as a moderator and analyzed using SPSS-based PROCESS macro.

The results demonstrated that EE and SPC evoke immersion and the feeling of ownership of a virtual product, which increased decision comfort. The moderating effect of one’s prior AR try-on experience showed that the impact of EE and SPC on immersion was attenuated for those with prior experience. Further, immersion mediated the effect of EE but SPC on the feeling of ownership, which corroborated the direct effect of SPC on the feeling of ownership.

Firms must consider technological and user-experience features that can induce users to perceive high levels of AR characteristics such as EE and SPC. Practitioners should develop realistic content that can correctly place virtual products on users to enhance EE. Including more interactive features is encouraged to provide users with a feeling of control toward the virtual product that directly leads to ownership and positively affects decision making. Further, practitioners need to be cautious about consumers getting used to the new technology; retailers and marketers need to focus on creating new and innovative content to continually engage customers.

This study adopted EE and SPC to determine how each property of AR experience forms the consequential psychological states, particularly depending on one’s prior experience. Methodologically, the study provided external validity in conducting an experiment by adopting an existing AR mobile application available in the market and employing an objective measure of respondents (e.g. prior AR try-on experience).

This study aims to draw a more nuanced picture of the impact of co-creation experience shedding light on the moderating role of consumers’ personal features. Virtual co-creation is considered a viable strategy to develop consumer-centered products in the digital era. As an additional effect, this research highlighted that co-creation experiences may establish beneficial consumer–brand relationships.

Using survey data stemming from 727 consumers who virtually engaged in new product development projects, the authors test the hypotheses, applying structural equation modeling.

The results of this study show that consumers’ personal features such as novelty seeking and dissatisfaction with existing products moderate the impact of an enjoyable experience on aspects of the consumer–company relationship. Consumers’ dissatisfaction with current product solutions is also found to moderate the relationship between an enjoyable co-creation experience and evoked product interest as well as between product involvement and evoked product interest. The study further substantiates previous findings on the relationship-effects of co-creation and particularly highlight the potential of co-creation experiences for nurturing “imaginary” relationships with the product being co-created significantly prior to market launch.

Participants in virtual co-creation approaches are widely heterogeneous individuals ranging from customers and Facebook fans to brand community members and innovative users. The study contributes to a better understanding of how the diversity of the crowd can be handled in virtual co-creation and advances the theory of value co-creation as a new marketing paradigm.