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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
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