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Virtual Reality, Involvement and the Consumer Interface

Virtual Reality, Involvement and the Consumer Interface

John Gammack, Christopher Hodkinson
Copyright: © 2003 |Volume: 15 |Issue: 4 |Pages: 19
ISSN: 1546-2234|EISSN: 1546-5012|ISSN: 1546-2234|EISBN13: 9781615200986|EISSN: 1546-5012|DOI: 10.4018/joeuc.2003100105
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MLA

Gammack, John, and Christopher Hodkinson. "Virtual Reality, Involvement and the Consumer Interface." JOEUC vol.15, no.4 2003: pp.78-96. http://doi.org/10.4018/joeuc.2003100105

APA

Gammack, J. & Hodkinson, C. (2003). Virtual Reality, Involvement and the Consumer Interface. Journal of Organizational and End User Computing (JOEUC), 15(4), 78-96. http://doi.org/10.4018/joeuc.2003100105

Chicago

Gammack, John, and Christopher Hodkinson. "Virtual Reality, Involvement and the Consumer Interface," Journal of Organizational and End User Computing (JOEUC) 15, no.4: 78-96. http://doi.org/10.4018/joeuc.2003100105

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Abstract

Consumer purchasing online is considered, with interactivity highlighted as a critical end-user issue. Levels of user interactivity up to and including virtual reality environments are now realistic in e-tailing. Conceptualizing interactivity to recognize the relevance of perceptions to consumer engagement motivates a focus on the user interface. Aspects relating to trust, usability and involvement are identified, and examined in a series of linked studies focusing on hedonic and high-involvement products, particularly surfboards. Preliminary studies across a range of businesses and products indicated consumer willingness to purchase hedonic products online, but many businesses imposed a high workload on online purchasers. Despite successful web marketing of hedonic products such as CDs, we found that no contemporary providers of customized surfboards offered finished product e-tailing, nor used virtual reality technology to demonstrate performance. A real case study of online swimwear purchase demonstrated an improved purchase process. “Beachtown”, a virtual reality e-tailing environment related to a coastal tourism economy allowed further examination of apparel, surfboard and holiday purchase. Results indicate that an enhanced interactive virtual environment increases end user involvement and willingness to purchase.

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