آمار

تعداد نشریات31
تعداد شماره‌ها456
تعداد مقالات4,041
تعداد مشاهده مقاله6,787,837
تعداد دریافت فایل اصل مقاله4,539,853
Afrouzeh, Ali, Boroumand, MohammadReza, Pourkiani, Mohammad, Kalashi, Maziyar. (1403). Comparing the Impact of Virtual Reality and Two-Dimensional Advertising on Flow Experience and Purchase Intention Among Sports Product Customers. سامانه مدیریت نشریات علمی, 5(4), 105-117. doi: 10.22098/rsmm.2024.14313.1305
Ali Afrouzeh; MohammadReza Boroumand; Mohammad Pourkiani; Maziyar Kalashi. "Comparing the Impact of Virtual Reality and Two-Dimensional Advertising on Flow Experience and Purchase Intention Among Sports Product Customers". سامانه مدیریت نشریات علمی, 5, 4, 1403, 105-117. doi: 10.22098/rsmm.2024.14313.1305
Afrouzeh, Ali, Boroumand, MohammadReza, Pourkiani, Mohammad, Kalashi, Maziyar. (1403). 'Comparing the Impact of Virtual Reality and Two-Dimensional Advertising on Flow Experience and Purchase Intention Among Sports Product Customers', سامانه مدیریت نشریات علمی, 5(4), pp. 105-117. doi: 10.22098/rsmm.2024.14313.1305
Afrouzeh, Ali, Boroumand, MohammadReza, Pourkiani, Mohammad, Kalashi, Maziyar. Comparing the Impact of Virtual Reality and Two-Dimensional Advertising on Flow Experience and Purchase Intention Among Sports Product Customers. سامانه مدیریت نشریات علمی, 1403; 5(4): 105-117. doi: 10.22098/rsmm.2024.14313.1305

Comparing the Impact of Virtual Reality and Two-Dimensional Advertising on Flow Experience and Purchase Intention Among Sports Product Customers

Research in Sport Management and Marketing
مقاله 9، دوره 5، شماره 4، 2024، صفحه 105-117    اصل مقاله (783.06 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22098/rsmm.2024.14313.1305
نویسندگان
Ali Afrouzeh1؛ MohammadReza Boroumand* 1؛ Mohammad Pourkiani1؛ Maziyar Kalashi2
1Assistant Professor of Sport Management, Shahid Beheshti University, Tehran, Iran
2Ph.D. in Sport Management, Razi University, Kermanshah, Iran
چکیده
Purpose: The recent advancements in technology have significantly transformed the way people interact with and perceive both physical and virtual environments. Virtual reality has emerged as a pivotal technology in this ongoing transformation. The purpose of this study was to identify the impact of virtual reality advertising on the flow experience and purchase intention of sports consumers and compare to Two-Dimensional Advertising.
Method: The present study is an applied and semi experimental research based on structural equation modeling. Statistical population included customers of Mammut sports products. Measurement tools included Kim and Ko (2019) flow Experience questionnaire and Kang et al (2018) purchase intention questionnaire. The reliability and validity of the questionnaires were assessed using Cronbach's alpha and the composite reliability index in PLS software. The virtual reality headset was also used to create the virtual reality experience. Finally, structural equations in PLS software were used to analyze the research data.
Results: The findings showed that the promotion of virtual reality through cognitive absorption, enjoyment and time distortion leads to the flow experience, ultimately indulging in the intention to purchase consumers' sports products.
Conclusion: Marketers should prioritize the development of engaging VR content that allows customers to experience products in realistic settings, particularly in the context of sports products, to drive sales. Additionally, as consumer behavior shifts towards online shopping post-COVID-19, investing in innovative VR technologies and content production will be crucial for brands seeking to capture and retain customer attention in a competitive market.
کلیدواژه‌ها
Virtual Reality؛ Flow Experiences؛ Advertisements؛ Sport Products
مراجع
  1. Agarwal, R., & Karahanna, E. (2000). Time flies when you’re having fun: Cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24(4), 665–694. Retrieved from http://www.misq.org/
  2. Ajzen, I. (1991), The Theory of Planned Behavior, Organizational
    Behavior and Human Decision Processes, 50 (2), 179-211.
  3. Bogicevic, V., Seo, S., Kandampully, J. A., Liu, S. Q., & Rudd, N. A. (2019). Virtual reality presence as a preamble of tourism experience: The role of mental imagery. Tourism Management, 74, 55-64.
  4. Borawska, Anna, Małgorzata Łatuszyńska, and Mariusz Borawski. "Experimental studies of advertising message effectiveness in virtual reality." Human Technology 19.3 (2023): 352-369.
  5. Chen Y., Lin C. A. (2022). Consumer decision-making in an augmented reality environment: Exploring the effects of flow via augmented realism and technology fluidity. Telematics and Informatics, 71(6), 1–18.
  6. Cheng, L. K., Chieng, M. H., & Chieng, W. H. (2014). Measuring virtual experience in a three-dimensional virtual reality interactive simulator environment: a structural equation modeling approach. Virtual Reality, 18(3), 173-188.
  7. Cowan, K., & Ketron, S. (2019). A dual model of product involvement for effective virtual reality: The roles of imagination, co-creation, telepresence, and interactivity. Journal of business research, 100, 483-492.
  8. Csikszentmihalyi, M. (1990), Flow the Psychology of Optimal Experience, Harper and Row, New York, NY.
  9. Doğan, E., Şahin, F., Şahin, Y. L., Kobak, K., & Okur, M. R. (2024). Enhancing clinical law education through immersive virtual reality: A flow experience perspective. Learning and Instruction, 94, 101989.
  10. Faiola, A., Newlon, C., Pfaff, M., & Smyslova, O. (2013). Correlating the effects of flow and telepresence in virtual worlds: Enhancing our understanding of user behavior in game-based learning. Computers in Human Behavior, 29(3), 1113-1121.
  11. Farah, M. F., Ramadan, Z. B., & Harb, D. H. (2019). The examination of virtual reality at the intersection of consumer experience, shopping journey and physical retailing. Journal of Retailing and Consumer Services, 48, 136-143.
  12. Guo, Y., Barnes, S., )2009(. Virtual item purchase behavior in virtual worlds: an exploratory investigation. Electron. Commer. Res. 9 (1–2), 77–96.
  13. Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637-651.
  14. Han, S. L., An, M., Han, J. J., & Lee, J. (2020). Telepresence, time distortion, and consumer traits of virtual reality shopping. Journal of Business Research, 118, 311-320.
  15. Heim, M. (1993). The essence of VR. Idealistic Studies, 23(1), 49-62.
  16. Henseler, J., Dijkstra, T. K., Sarstedt, M., Ringle, C. M., Diamantopoulos, A., Straub, D. W., Ketchen, D. J., Hair, J. F., Hult, G. T. M., and Calantone, R. J. 2014. "Common Beliefs and Reality about Partial Least Squares: Comments on Rönkkö & Evermann (2013). Organizational Research Methods 17 (2): 182-209.
  17. Hsiao, K. L., & Lin, K. Y. (2023). Understanding consumers' purchase intention in virtual reality commerce environment. Journal of Consumer Behaviour, 22(6), 1428-1442.
  18. Hsu, C. L., Chang, K. C., Kuo, N. T., & Cheng, Y. S. (2017). The mediating effect of flow experience on social shopping behavior. Information Development, 33(3), 243-256.
  19. Huang, E. (2012). Online experiences and virtual goods purchase intention. Internet Research, 22(3), 252-274.
  20. Hu, L.-T., & Bentler, P. (1995). Evaluating model fit. In R. H. Hoyle (Ed.), Structural Equation Modeling. Concepts, Issues, and Applications (pp. 76-99). London: Sage.
  21. Kang, J. W., Lee, H., & Namkung, Y. (2018). The impact of restaurant patrons’ flow experience on SNS satisfaction and offline purchase intentions. International Journal of Contemporary Hospitality Management, 30(2), 797-816
  22. Kiili, K., De Freitas, S., Arnab, S., & Lainema, T. (2012). The design principles for flow experience in educational games. Procedia Computer Science, 15, 78-91.
  23. Kim, R. Y. (2020). The Impact of COVID-19 on Consumers: Preparing for Digital Sales. IEEE Engineering Management Review.
  24. Kim, D., & Ko, Y. J. (2019). The impact of virtual reality (VR) technology on sport spectators' flow experience and satisfaction. Computers in Human Behavior, 93, 346-356.
  25. Kitsopoulou, M., & Lappas, G. (2023, November). AR/VR technologies in advertising: A scoping review on empirical studies on the effectiveness of AR/VR in advertising. In AIP Conference Proceedings (Vol. 2909, No. 1). AIP Publishing.
  26. Lee, C. H., & Wu, J. J. (2017). Consumer online flow experience: the relationship between utilitarian and hedonic value, satisfaction and unplanned purchase. Industrial Management & Data Systems, 117(10), 2452-2467.
  27. Li, D., & Browne, G. J. (2006). The role of need for cognition and mood in online flow experience. Journal of Computer Information Systems, 46(3), 11-17.
  28. Lin, H. F. (2009). Examination of cognitive absorption influencing the intention to use a virtual community. Behaviour & Information Technology, 28(5), 421-431.
  29. Mishra, S., Mishra, A., Dubey, A., & Dwivedi, Y. K. (2024). Virtual reality in retailing: a meta-analysis to determine the purchase and non-purchase behavioural intention of consumers. Industrial Management & Data Systems, 124(1), 212-252.
  30. Muhammad Sohail Jafar, R., Ahmad, W., & Chen, Y. (2024). Metaverse in Human Behavior: The Role of Telepresence and Flow Experience on Consumers’ Shopping Behavior in the Metaverse. SAGE Open, 14(2), 21582440241261256.
  31. Novak, T.P., Hoffman, D.L., Yung, Y.F., )2000(. Measuring the customer experience in online environments: a structural modeling approach. Mark. Sci. 19 (1), 22–42.
  32. Obadă, D. R. (2013). Flow theory and online marketing outcomes: a critical literature review. Procedia Economics and Finance, 6, 550-561.
  33. Ozkara, B. Y., Ozmen, M., & Kim, J. W. (2017). Examining the effect of flow experience on online purchase: A novel approach to the flow theory based on hedonic and utilitarian value. Journal of Retailing and Consumer Services, 37, 119-131.
  34. Pace, S., )2004(. A grounded theory of the flow experiences of Web users. Int. J. Human. -Compute. Stud. 60 (3), 327–363.
  35. Shang, R. A., Chen, Y. C., & Shen, L. (2005). Extrinsic versus intrinsic motivations for consumers to shop on-line. Information & Management, 42(3), 401-413.
  36. Shin, N. (2006). Online learner's ‘flow ‘experience: An empirical study. British Journal of Educational Technology, 37(5), 705–720.
  37. Hsu, C. L., Chang, K. C., & Chen, M. C. (2012). Flow experience and internet shopping behavior: Investigating the moderating effect of consumer characteristics. Systems Research and Behavioral Science, 29(3), 317-332
  38. Siekpe, J.S., )2005(. An examination of the multidimensionality of flow construct in a computer-mediated environment. J. Electron. Commer. Res. 6 (1), 31–43.
  39. Skadberg, Y.X., and Kimmel, J.R. (2004), Visitors’ flow experience while browsing a website: its measurement, contributing factors and consequences, Computers in Human Behavior, Vol. 20, pp. 403-422
  40. Stone, M. (1974). Cross-Validatory Choice and Assessment of Statistical Predictions, Journal of the Royal Statistical Society, 36(2): pp 111-147.
  41. Van Kerrebroeck, H., Brengman, M., & Willems, K. (2017). When brands come to life: experimental research on the vividness effect of Virtual Reality in transformational marketing communications. Virtual Reality, 21(4), 177-191.
  42. Whang J. B., Song J. H., Choi B., Lee J.-H. (2021). The effect of Augmented Reality on purchase intention of beauty products: The roles of consumers’ control. Journal of Business Research, 133(3), 275–284.
  43. Wu, C. H. J., Li, H. J., & Chiu, C. W. (2014). Understanding consumer responses to travel websites from online shopping value and flow experience perspectives. Tourism Economics, 20(5), 1087-1103
  44. Zeng, W., & Richardson, A. (2017). Using immersive virtual reality to create presence in online shopping. Australasian Conference on Information Systems (1-9)
  45. Hasanzadeh, N. , Moharramzadeh, M. and Naghizadeh-Baghi, A. (2021). Needs Assessment and Reasons for Consuming Food Supplements for Body-Building and Weightlifting Athletes in Ardabil Province. Research in Sport Management and Marketing, 2(1), 10-23. doi: 10.22098/rsmm.2021.1255
آمار
تعداد مشاهده مقاله: 2,063
تعداد دریافت فایل اصل مقاله: 728


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب