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A dual model of product involvement for effective virtual reality: The roles of imagination, co-creation, telepresence, and interactivity

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  • Cowan, Kirsten
  • Ketron, Seth

Abstract

Virtual reality (VR) is receiving increasing interest from marketers as this technology provides significant opportunities for enhancing consumer engagement and responses. However, to date, the field lacks a cohesive description of available VR technologies, especially in the marketing domain, and needs a framework for effective VR based on consumer product involvement. Therefore, we first outline a typology of VR by level of product involvement, delineating how brands might implement VR. Second, after a comprehensive literature review, we propose a dual model of product involvement for VR strategies. High product involvement strategies directly influence consumer responses through imagination, co-creation, and telepresence. Meanwhile, low-involvement strategies increase brand engagement and indirectly influence consumer responses through the less cognitively taxing process of interactivity. This work includes nine propositions for effective strategies in each route and offers several implications for theory and practice.

Suggested Citation

  • Cowan, Kirsten & Ketron, Seth, 2019. "A dual model of product involvement for effective virtual reality: The roles of imagination, co-creation, telepresence, and interactivity," Journal of Business Research, Elsevier, vol. 100(C), pages 483-492.
    • Handle: RePEc:eee:jbrese:v:100:y:2019:i:c:p:483-492
    DOI: 10.1016/j.jbusres.2018.10.063
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    Cited by:

    1. Xi, Nannan & Hamari, Juho, 2021. "Shopping in virtual reality: A literature review and future agenda," Journal of Business Research, Elsevier, vol. 134(C), pages 37-58.
    2. Savastano Marco & Anagnoste Sorin, 2020. "Pioneering Strategies in Retail Settings: An Empirical Study of Successful Practices," Management & Marketing, Sciendo, vol. 15(4), pages 643-663, December.
    3. Meißner, Martin & Pfeiffer, Jella & Peukert, Christian & Dietrich, Holger & Pfeiffer, Thies, 2020. "How virtual reality affects consumer choice," Journal of Business Research, Elsevier, vol. 117(C), pages 219-231.
    4. Hang To Diem Tran & Minsook Kim, 2023. "Factors Influencing the Continued Intent to Use Virtual Interactive Platforms in Korean Small- and Medium-Sized Enterprises for Remote and Hybrid Work," Sustainability, MDPI, vol. 15(13), pages 1-21, June.
    5. Jella Pfeiffer & Thies Pfeiffer & Martin Meißner & Elisa Weiß, 2020. "Eye-Tracking-Based Classification of Information Search Behavior Using Machine Learning: Evidence from Experiments in Physical Shops and Virtual Reality Shopping Environments," Information Systems Research, INFORMS, vol. 31(3), pages 675-691, September.
    6. Zeng, Guojun & Cao, Xinning & Lin, Zhibin & Xiao, Sarah H., 2020. "When online reviews meet virtual reality: Effects on consumer hotel booking," Annals of Tourism Research, Elsevier, vol. 81(C).
    7. Flavián, Carlos & Ibáñez-Sánchez, Sergio & Orús, Carlos, 2021. "The influence of scent on virtual reality experiences: The role of aroma-content congruence," Journal of Business Research, Elsevier, vol. 123(C), pages 289-301.
    8. F. Canio & E. Martinelli & M. Peruzzini & G. Marchi, 2021. "The use of virtual tours to stimulate consumers’ buying and visit intentions: an application to the Parmigiano Reggiano cheese," Italian Journal of Marketing, Springer, vol. 2021(3), pages 209-226, September.
    9. Huaxiong Jiang & Stan Geertman & Hao Zhang & Shangyi Zhou, 2023. "Factors influencing the performance of virtual reality in urban planning: Evidence from a View corridor Virtual Reality project, Beijing," Environment and Planning B, , vol. 50(3), pages 814-830, March.
    10. Lim, Weng Marc & Rasul, Tareq & Kumar, Satish & Ala, Mamun, 2022. "Past, present, and future of customer engagement," Journal of Business Research, Elsevier, vol. 140(C), pages 439-458.
    11. Loureiro, Sandra Maria Correia & Guerreiro, João & Japutra, Arnold, 2021. "How escapism leads to behavioral intention in a virtual reality store with background music?," Journal of Business Research, Elsevier, vol. 134(C), pages 288-300.
    12. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    13. Jafar, Rana Muhammad Sohail & Ahmad, Wasim & Sun, Yanming, 2023. "Unfolding the impacts of metaverse aspects on telepresence, product knowledge, and purchase intentions in the metaverse stores," Technology in Society, Elsevier, vol. 74(C).
    14. Pizzi, Gabriele & Vannucci, Virginia & Aiello, Gaetano, 2020. "Branding in the time of virtual reality: Are virtual store brand perceptions real?," Journal of Business Research, Elsevier, vol. 119(C), pages 502-510.
    15. Xiaohong Zhang & Na Li & Yanbo Wang & Yanqi Sun, 2023. "The Effect of Product Placement Strategies on Customer Behavior: A Prospective of Foote, Cone and Belding (FCB) Grid Model," Sustainability, MDPI, vol. 15(2), pages 1-17, January.
    16. Sang-Lin Han & Janghyun Kim & Myounga An, 2023. "The Role of VR Shopping in Digitalization of SCM for Sustainable Management: Application of SOR Model and Experience Economy," Sustainability, MDPI, vol. 15(2), pages 1-13, January.
    17. de Regt, Anouk & Barnes, Stuart J. & Plangger, Kirk, 2020. "The virtual reality value chain," Business Horizons, Elsevier, vol. 63(6), pages 737-748.
    18. Kim, Gwia & Jin, Byoungho & Shin, Daeun Chloe, 2022. "Virtual reality as a promotion tool for small independent stores," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    19. Alzayat, Ayman & Lee, Seung Hwan (Mark), 2021. "Virtual products as an extension of my body: Exploring hedonic and utilitarian shopping value in a virtual reality retail environment," Journal of Business Research, Elsevier, vol. 130(C), pages 348-363.
    20. Kautish, Pradeep & Paul, Justin & Sharma, Rajesh, 2021. "The effect of assortment and fulfillment on shopping assistance and efficiency: An e-tail servicescape perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    21. Lim, Xin-Jean & Cheah, Jun-Hwa & Ng, Siew Imm & Kamal Basha, Norazlyn & Liu, Yide, 2021. "Are men from Mars, women from Venus? Examining gender differences towards continuous use intention of branded apps," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    22. de Regt, Anouk & Plangger, Kirk & Barnes, Stuart J., 2021. "Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing," Journal of Business Research, Elsevier, vol. 136(C), pages 513-522.
    23. Swetarupa Chatterjee & Naman Sreen & Jyoti Rana & Amandeep Dhir & Pradip H. Sadarangani, 2022. "Impact of ethical certifications and product involvement on consumers decision to purchase ethical products at price premiums in an emerging market context," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 737-762, December.
    24. Huang, Jianping & Zhao, Ping & Wan, Xiaoang, 2021. "From brain variations to individual differences in the color–flavor incongruency effect: A combined virtual reality and resting-state fMRI study," Journal of Business Research, Elsevier, vol. 123(C), pages 604-612.

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