HOW IMMERSIVE RETAILING AFFECTS CONSUMERS’ URGE TO BUY: IMPACTS OF SELF-IMAGERY, POSITIVE EMOTION, AND SELF-RELEVANCE
(주)코리아스칼라
- 최초 등록일
- 2023.07.31
- 최종 저작일
- 2023.07
- 6페이지/ 어도비 PDF
- 가격 4,000원
* 본 문서는 배포용으로 복사 및 편집이 불가합니다.
서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Ju Yeun Jang, Do Yuon Kim
영어 초록
This study investigated how immersive VR store experience generated consumers’ urge to buy via self-imagery and pleasure. It also identified that the processing varied by the level of self-relevance to the VR store. The findings suggest that the impact of VR store experience can be expanded to impulsive/compulsive purchases.
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