An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context

The current study investigates whether image interactivity can positively influence luxury perceptions in a virtual shopping environment, by offering shoppers a feeling of telepresence. 185 respondents were referred to either an image interactive or non-interactive virtual luxury store and completed an online questionnaire afterwards to measure their luxury perception. The results of this study show that image interactivity leads to higher perceptions of exclusivity, quality, hedonism and extended self due to a higher perceived telepresence. This study offers some guidelines for luxury brands to retain their luxury perception high in a virtual shopping environment.     

Holiday Destination Image and Personality of a Greek Island During an Economic Recession Period and the Intermediate Effect of the Utilitarian and Non-Utilitarian Needs

The research aim of this article is to investigate the relationship among tourists' utilitarian needs, non-utilitarian needs, destination image, and personality of Mykonos Island. The research objectives of this article are twofold: (i) to investigate Mykonos tourists' utilitarian and non-utilitarian needs; and (ii) to examine the degree to which the destination image and personality of Mykonos affect visitors' behavior and to determine whether this influence can be strengthened. Data are collected on the basis of a structured questionnaire. The research results show that destination image and personality have a direct and positive effect on each other and on tourists' utilitarian and non-utilitarian needs. There is no study until now that investigates the notions of utilitarian and non-utilitarian needs of tourists, in terms of destination image and personality of a holiday destination, during the current economic crisis.     

Effect of online 3D advertising on consumer responses: the mediating role of telepresence

Abstract

This study develops a conceptual framework for measuring the effectiveness of Internet-based 3D advertisements. The study uses an interdisciplinary literature review (marketing, information systems, and human–computer interaction) to enhance the understanding of the impact of using 3D visualisation in online advertisements, and to identify the most relevant conditions for application. The findings demonstrate the effectiveness of such ads in the case of a geometric product, as well as in the case of a material product. This study's results highlight the significance of telepresence as a mediator. The findings reveal that telepresence determines how ad format (2D versus 3D) influences the range of variables used to measure advertising effectiveness.     

The Role of Telepresence and User Engagement in Co-Creation Value and Purchase Intention: Online Retail Context

Using the technology of three-dimensional (3D) product presentation within online retailing, the current study aims to explore the role of telepresence and its determinants (control, color vividness, and 3D authenticity) in enhancing user engagement, which in turn impacts co-creation value and purchase intention. To test the proposed hypotheses, this research developed a hypothetical online retailer website, which presented a variety of 3D laptops that users could co-create, change the color, and control the content and form of. This research collected the data from Jordanian consumer panel members via online self-administered questionnaires. This research finds that control, color vividness, and 3D authenticity are the main determinants of telepresence. Furthermore, this research finds that telepresence has a positive impact on user engagement, which in turn positively impacts co-creation value and purchase intentions. This research finds that co-creation value impacts purchase intentions. The current findings contribute to the online retailing literature by connecting user engagement with co-creation value, as previous research had focused on one of them but not the link between them.     

Trust factors influencing virtual community members: A study of transaction communities

Virtual community is a valuable business medium for web vendors in terms of disseminating information and retaining customers. This research investigates the underlying driving forces that cultivate both the trust and returning behavior of virtual community members. In particular, this research examines the influence of shared values, satisfaction with previous interactions, and website privacy policies on the trust of 381 active virtual community members. The findings suggest that the shared values of virtual community members have a positive impact on both trust and relationship commitment. Second, satisfaction with previous interactions not only increases the level of trust in virtual community members, but also enhances relationship commitment and member stickiness. Third, website privacy policies enhance the level of trust significantly. Finally, trust shows a positive and significant effect on both the stickiness and the commitment of virtual community members.     

Exploring word‐of‐mouth influences on travel decisions: friends and relatives vs. other travellers

Travel research consistently shows the importance of word‐of‐mouth (WOM) information sources in the travel decision‐making process. Friends and relatives have been identified as organic image‐formation agents, and it has been emphasized that this WOM information is one of the most relied‐upon sources of information for destination selection. While there has been recognition of the importance of WOM information sources on consumer behaviour in tourism, little has been performed to understand more specifically how and what behaviour is influenced. This study examined the differing influences of friends and relatives vs. other travellers on the travel choices and behaviours of 412 visitors to the North Queensland Region in Australia. More specifically, the present study compared the following four groups of respondents: those who indicated that they obtained travel information from friends/relatives and other travellers (n = 70); those who obtained information from friends/relatives only (n = 121); those who obtained information from other travellers only (n = 105); and those who obtained information from neither (i.e. no WOM) (n = 116). The results indicated that there were significant differences across the four groups with respect to demographic characteristics, other information sources used, accommodation and transportation used, and travel activities in the destination. However, the groups did not differ in their image of the destination.     

How do virtual streamers affect purchase intention in the live streaming context? A presence perspective

The rise of live streaming commerce has attracted attention from scholars and practitioners as a new opportunity to reach consumers. However, few studies have focused on the role of virtual streamers in this context. Based on the stimulus organism response framework, we explore the impact of three characteristics of virtual streamers—likeability, animacy, and responsiveness—on social presence, telepresence, and purchase intention. We use partial least squares structural equation modeling analysis with online survey data from 378 consumers concerning their experiences of viewing virtual streamers. The findings indicate that likeability, animacy, and responsiveness enhance social presence and telepresence, which then promote purchase intention. Likeability and responsiveness directly increase purchase intention, but animacy does not. Multi-group analysis reveals differences between the effects of humanoid and zoonotic virtual streamers on social presence and telepresence. These results shed light on the role of virtual streamer characteristics and contribute to the literature on live streaming commerce, presence, and virtual humans.     

Leveraging Virtual Attribute Experience in Video Games to Improve Brand Recall and Learning

This article extends the concept of virtual direct experience (VDE) from a product to an attribute as video gamers can virtually experience an attribute within a gaming environment. Using a 2 (VAE: present versus absent) x 2 (order of brand presentation: first or second) between subjects experimental design, we find that associating a brand with virtual attribute experience (VAE) by exposing consumers to the brand name and the virtual experience simultaneously has a positive effect on brand recall, brand extension acceptance, overall attitude, and purchase intention. In addition, our results demonstrate a significant interaction between VAE and telepresence on brand recall.     

Finding the crucial factors for sustainable development of rural-based tourist destinations: using Nanzhuang, Taiwan as a case study

This paper aims to reveal the factors which are crucial for the sustainable development of rural-based tourist destination. This paper is possibly one of the few studies which apply rough sets theory (RST) analysis in destination image identification. Using Nanzhuang as a case study, this paper shows that RST analysis can identify the defining image attributes or attractors of a destination. RST analysis confirms the attractors that “pull” tourists to Nanzhuang are rural-tourism-related. RST decision rules reveal how an attribute single-handedly or a handful of attributes influence overall satisfaction. It also provides useful ideas on sustainable development of the destination.     

The effects of cognitive thinking style and ambient scent on online consumer approach behavior,experience approach behavior,and search motivation

This study evaluates the effect of the interaction between cognitive variables and the presence of scent on online search motivation, purchase characteristics, and telepresence. An interaction between consumers' type of thought process and the presence of scent was identified as influencing search motivation (attention focus and challenge) and telepresence experience. Ambient scent influenced the search motivation of consumers possessing systematic cognitive thinking style (SCTS) and the telepresence experience of consumers with intuitive cognitive thinking style (ICTS). In addition, much in the same way that ambient scent affects consumer behavior in traditional stores, in online settings consumers exposed to scent were found to demonstrate a higher degree of approach behavior. The results suggest extending the S‐O‐R model by emphasizing cognitive thinking style as a mediator of environmental stimuli. © 2011 Wiley Periodicals, Inc.     

From fantasy to reality: a study of pre-trip planning from the perspective of destination image attributes and temporal psychological distance

Pre-leisure trip planning is often lengthy, and its consideration shifts from fantasy to reality. Using overseas international cities as the destination, and through destination image attributes, this paper uses construal level theory and temporal psychological distance to understand the dynamics behind this shift. The shift is, by and large, as predicted by construal level theory. This study shows that tourists are consistently concerned about certain attributes as the shift unfolds. It is recognized that although tourism is dream packed, it is filled with risks and constraints. The shift also reflects tourists’ increasing needs to address practical issues and to fill their itinerary as a trip approaches. This study proposes that the destination information provision service offered by DMOs have to address the needs for tourists to ‘dream’ about a destination, allay their concerns, and help them schedule their itinerary at various phases of the pre-trip planning stage.     

虚拟社区对消费者购买行为的影响——一个参照群体视角

本文以参照群体理论为基础,针对信息性动机、群体规范、社区认同感、虚拟社区意识对消费者行为的影响提出了若干假设,构建了消费者参与虚拟社区的购买行为变化理论模型,运用结构方程模型方法进行了实证检验。结果表明,虚拟社区是对消费者具有明显影响力的参照群体,虚拟社区对消费者的购买行为产生信息性影响和规范性影响,使消费者的购买行为发生变化。消费者对信息的需求越强烈,对虚拟社区的认同感越强,受虚拟社区的信息性影响越大。社区意识在社区认同感、群体规范与虚拟社区的规范性影响之间起着完全中介作用。消费者的社区意识越强烈,受虚拟社区的规范性影响越大。     

Trade in tourism services: Explaining tourism trade and the impact of the general agreement on trade in services on the gains from trade

The article addresses two questions related with tourism as a service trade. Can tourism be explained as other export activities? Does service liberalisation have a positive or negative impact on tourism receipts in destination countries? Previous research has either focused on the demand side factors (i.e. factors of demand in the origin countries) or on tourism as a long-run factor of economic growth. The research shows that a complementary perspective such as that offered by trade in a supply side perspective can render additional insights towards understanding tourism. This approach can explain why countries have absolute and comparative advantage. Another finding is that tourism as an export can be explained by some of the same destination factors that explain other service exports. Using different panel estimators the importance of supply side factors that are to some extent exclusive to tourism are demonstrated: the general price competitiveness of the destination, tourism infrastructure and the provision of safety. The econometric models also confirm the relevance of other conventional explanatory factors of trade in services such as GDP per capita and internet usage. The last part of the article analyses the welfare gains from trade under the general agreement on trade in services (GATS). The revenue (tourism receipt) effect is decomposed into a volume (arrival) and price effect. Results suggest that liberalisers under the GATS gained especially from a volume effect with average higher growth rates in the number of arrivals. There is also found to be a positive effect on the average income earned per tourist from being a liberaliser.     

A Model of Flow Experience as Determinant of Positive Attitudes Toward Online Advergames

Advergames are gaining recognition as a captivating environment. Although several flow models have determined online games usage, no previous model has explored determinants of positive attitudes toward advergames. The objectives included development and empirically testing of a model of flow experience and its determinants of attitudes toward advergames. Positive attitudes toward advergames were partially explained by the flow experience. The model revealed that challenges offered by the gameplay were an important predictor of flow, followed by telepresence and players’ skills. Contrary to expectations, arousal significantly impacted attitudes toward advergames but not flow. Implications for advertisers and web developers are discussed.     

The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites

Abstract

This experiment examines interactivity and vividness in commercial web sites. We expected increased levels of interactivity and vividness would lead to more positive attitudes toward web sites, stronger feelings of telepresence, and greater attitude—behavior consistency. In addition, we expected increased levels of vividness to lead to the development of more enduring attitudes toward the site. Participants explored four web sites. Increases in interactivity and vividness were associated with increased feelings of telepresence. In addition, increases in vividness were associated with more positive and more enduring attitudes toward the web site. Implications for new media researchers and practitioners are discussed.     

The Need for the Identification of the Constituents of a Destination's Tourist Image: A Promotion Segmentation Perspective

ABSTRACT

This study was designed to examine the dimensions of tourist image as it may affect the promotion strategy for a given tourist destination. Identification of the different constituents of a destination's tourist image may provide important information that can be used in developing focused promotional strategies in well segmented markets to promote a tourist destination. Constituents of a destination's tourist image for the state of Utah were identified using factor analysis based upon a priori assumption about the nature of constituents of a state's tourist image. Four major constituents of a destination's/state's tourist image emerged. Each dimension represents a potential source of focus for regionally promoting a given destination to various target segments.     

Investigating the determinants of travel blogs influencing readers' intention to travel

The purpose of this study is to propose and examine a new research model that can capture affective, cognitive and cyber-interactive elements influencing travel blog readers' behavioural intention to travel through affecting their perceived destination image. A survey of 323 blog participants found a strong support for the model. The results indicated that travel blog participants' perceptions of destination image could be a strong predictor of their travel intention. Factors assisting in building affective images (e.g. generating empathy, experiencing appeal) as well as cognitive images (e.g. providing guides) and facilitating interpersonal interactions (e.g. social influence, cybercommunity influence) were found to be critical components significantly influencing bloggers' perceptions of destination image. Theoretical and practical implications of the results were discussed.     

Elaboration of marketing communication through visual media: An empirical analysis

Visual media plays a significant role in the marketing and promotion of several international tourism services in today's connected marketplace, in particular here, international tertiary education. This study was developed to examine how visual media influence potential audiences' perception towards a specific educational tourism destination through the theoretical framework of Elaboration Likelihood Model (Petty and Cacioppo, 1986). Researchers compare central and peripheral routes of individual persuasion via visual media and this aids marketers' understanding of how visual media impact consumers' purchase decisions. This study confirms a positive relationship between argument quality, audience engagement, source credibility, audience involvement and international students as tourists' perceived destination image. The findings suggest that peripheral routes of persuasion have stronger effects on individual adoption of information than central routes of persuasion. The study provides useful insight for tertiary education agents who promote international studies, destination marketers, and other users of visual media communicators.     

Elements of destination brand equity and destination familiarity regarding travel intention

In a highly competitive market, marketing staff are always looking for solutions to strengthen what can be called their destination values (unique place, services, and human resources, etc.). They do this by concentrating on vital factors which can enhance their brand equity. Nevertheless, there is a shortage of studies about how destination brand evaluations are related to visitor appraisals. Using the opinions of 531 foreign tourists visiting a destination in Vietnam and a partial least squares (PLS) approach, this study examines four elements of destination brand equity (perceived quality, loyalty, awareness, image) regarding travel intentions and the moderating effect of destination familiarity. Results revealed that brand equity is positively related to travel intentions. Additionally, destination familiarity has positive moderating effects on destination awareness and perceived quality of travel intentions. This study offers some managerial insights into the effective building of destination brand equity.     

Assessing the Effect of Personal Cultural Orientation on Brand Equity and Revisit Intention: Exploring Destination Branding in Latin America

ABSTRACT

Despite a growing body of work on destination branding, there are few studies to look at culture at the individual level and examine the potential impact of personal cultural orientation on destination brand equity. Based on Social Identity Theory, this study investigates tourists' personal cultural orientation (independent vs. interdependent) and its effect on destination brand equity (destination brand image, destination brand value, and destination brand quality) and revisit intention. All data were collected in Quepos, Costa Rica, using both person-administrated and online surveys. Results of this study reveal that personal cultural orientation impacts the destination brand image, destination brand value, and destination brand quality. In addition, the destination's brand value is positively related to the revisit intention. The theoretical and practical implications, as well as the future research directions, conclude the article.