心理学
透视图(图形)
品牌忠诚度
旅游
客户参与度
广告
忠诚
虚拟现实
实证研究
营销
业务
社会化媒体
政治学
计算机科学
哲学
认识论
人工智能
法学
作者
Raouf Ahmad Rather,Linda D. Hollebeek,Sandra María Correia Loureiro,Imran Khan,Rajibul Hasan
标识
DOI:10.1177/00472875231166598
摘要
Though prior research has addressed the role of virtual reality (VR) in tourism, the dynamics and consequences characterizing tourists’ VR-based brand engagement, which has grown significantly since the pandemic, remain tenuous, as, therefore, explored in this research. Addressing this gap, we develop and test a uses-and-gratifications-informed model that explores the impact of tourists’ VR involvement and VR identification on their VR-based brand engagement, and its ensuing effect on their VR-based brand cocreation and brand loyalty intent. Our empirical results corroborate the proposed associations, substantiating VR-based brand engagement’s mediating role. The analyses also confirm the moderating role of tourists’ technology readiness in the association of their VR-based brand engagement on the one hand, and VR-based brand cocreation and brand loyalty intent on the other (i.e., with more technology-ready individuals seeing stronger associations in this regard). We conclude by providing key implications for tourism research and practice.
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