A hierarchical model of virtual experience and its influences on the perceived value and loyalty of customers

B Piyathasanan, C Mathies, M.G.M. Wetzels, P. Patterson, J.C. de Ruyter

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

Many businesses use virtual experience (VE) to enhance the overall customer experience, though extant research offers little guidance for how to improve consumers' VE. This study, anchored in activity theory, examines key drivers of VE and its influences on value perceptions and customer loyalty. A hierarchical model indicates that VE comprises second-order variables (i.e., social presence, social capital, flow experience, and situational involvement) and third-order variables (i.e., communal and individual experience). The results obtained from a substantive model further reveal that VE positively influences perceptions of both economic and social value and thus influences loyalty in both the real world and virtual environments.

data source: Data dissertation B. Piyathasanan, University of New South Wales, Sydney, Australia. (supervisors P. Patterson, K. de Ruyter and C. Mathies)
Original languageEnglish
Pages (from-to)126-158
Number of pages33
JournalInternational Journal of Electronic Commerce
Volume19
Issue number2
DOIs
Publication statusPublished - 1 Jan 2015

Keywords

  • Consumer experience
  • customer loyalty
  • hierarchical model
  • perceived customer value
  • virtual experience
  • virtual world
  • SOCIAL PRESENCE
  • USER EXPERIENCE
  • FLOW
  • WORLDS
  • COMMUNITIES
  • INTERNET
  • SATISFACTION
  • COMMERCE
  • TRUST
  • ENVIRONMENTS

Cite this