说服
精化可能性模型
增强现实
虚拟现实
社会现实
可靠性
心理学
混合现实
广告
来源可信度
真人秀
背景(考古学)
概念模型
计算机科学
人机交互
社会心理学
社会学
政治学
业务
社会科学
古生物学
数据库
法学
生物
作者
Nirma Sadamali Jayawardena,Sara Quach,Sara Quach,Ali Razzaq,Abhishek Behl
标识
DOI:10.1016/j.jbusres.2023.113739
摘要
Using the social psychology theory of elaboration likelihood model (ELM), we present a conceptual model of persuading consumer attitudes through virtual and augmented reality advertisements. We begin this paper with a systematic literature review that assesses a number of theoretical and empirical papers that utilize ELM for virtual reality and augmented reality advertisements. The second section presents research prepositions that facilitate the investigation of consumer attitude persuasion through virtual reality and augmented reality advertisements. The authors identified six research prepositions that facilitate the investigation of consumer attitude persuasion through these advertisements based on the literature. Presented in the third section of this paper is a detailed future research agenda organized by two main research paths: central and peripheral. Moreover, advertisement quality, demographic differences, and the technological context of virtual and augmented reality advertisements helped to facilitate central route persuasion. Variables such as source credibility, social presence, and message content in virtual reality and augmented reality advertisements were found as the persuasion factors under the peripheral route. Therefore, this study provides a method to examine consumer attitudes through virtual reality and augmented reality advertisements using the social psychology theory of elaboration likelihood modelling (ELM).
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