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An examination of the effects of virtual experiential marketing on online customer intentions and loyalty

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  • Margaret Meiling Luo
  • Ja-Shen Chen
  • Russell K.H. Ching
  • Chu-Chi Liu

Abstract

This study examines the relationship between five virtual experiential marketing (VEM) elements (sense, interaction, pleasure, flow, community relationship) and customer browse and purchase intentions and loyalty and the moderating effects between the VEM elements and customer intentions. To test the proposed model, a survey was conducted of customers who frequently visited two online games stores to simulate online shopping and experiential marketing. The results suggest that a business engaged in VEM should focus its web atmospherics on leveraging three of the VEM elements and facilitating the price and convenience motives of consumers to create an emotional attachment to browsing.

Suggested Citation

  • Margaret Meiling Luo & Ja-Shen Chen & Russell K.H. Ching & Chu-Chi Liu, 2010. "An examination of the effects of virtual experiential marketing on online customer intentions and loyalty," The Service Industries Journal, Taylor & Francis Journals, vol. 31(13), pages 2163-2191, April.
    • Handle: RePEc:taf:servic:v:31:y:2010:i:13:p:2163-2191
    DOI: 10.1080/02642069.2010.503885
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    Cited by:

    1. Wei-Hsi Hung & Yao-Tang Hsu, 2020. "Service Quality and Service Gap of Autonomous Driving Group Rapid Transit System," Sustainability, MDPI, vol. 12(22), pages 1-18, November.

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