Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Study shows virtual demonstrations lead consumers to make real purchases

03.09.2003


Seeing really is believing

"Virtual product demonstrations that allow individuals to interact with merchandise create more vivid mental images of the consumer using the products, thereby increasing the likelihood they’ll purchase the item," said Ann Schlosser, UW Business School assistant professor of marketing.

"We’ve found that the more easily individuals can envision themselves using a product, the more likely they are to buy it."



Schlosser studied how consumers’ buying intentions are influenced and affected by their participation in virtual-reality product demonstrations. She found that when users could manipulate products in the virtual world, their likelihood of making a purchase was much higher than when they received this information in a read-only, video or storyboard format.

In her study, participants were asked to spend time at a major manufacturer’s Web site to learn about digital cameras. For those visiting the site with an interactive product demonstration, they could test camera features by pressing the buttons on the camera with their mouse, allowing them to take pictures, preview them, and either save or delete them. According to Schlosser, this simulated virtual interactive product experience increased consumers’ purchase intentions considerably over traditional, non-interactive advertising.

The primary reasons people use the Internet, said Schlosser, are to find useful information and to browse for entertainment. Such motivations have been characterized as ’searching’ versus ’browsing.’ The goal of the research was to examine how individuals process information presented through virtual interactions with a product (object interactivity), and the impact that this has on their buying intentions if they are looking for an aesthetic experience (browsers) or are seeking specific information (searchers).

Schlosser examined how object interactivity affects consumers’ buying intentions even when the user’s goal is merely to browse or search for product information.

Across all experiments performed, object interactivity led to higher buying intentions than when the same information was delivered passively. This finding occurred regardless of whether subjects were searching or merely browsing, or whether they found the site aesthetically appealing.

"Although browsers had more favorable product attitudes after visiting the object-interactive site than searchers did, individuals’ goals for visiting the Web site had no effect on their purchase intentions. After visiting the object-interactive Web site, both browsers and searchers reported that they could clearly envision themselves using the product, which was a significant driver in determining if they intended to buy the product."

Schlosser’s study, "Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes Versus Purchase Intentions," will be published in the September issue of Journal of Consumer Research.



For more information, contact Schlosser at (206) 685-7497 or aschloss@u.washington.edu.

Nancy Gardner | EurekAlert!
Further information:
http://www.washington.edu/

More articles from Communications Media:

nachricht New Technologies for A/V Analysis and Search
13.04.2017 | Fraunhofer-Institut für Digitale Medientechnologie IDMT

nachricht On patrol in social networks
25.01.2017 | Fraunhofer-Institut für Arbeitswirtschaft und Organisation IAO

All articles from Communications Media >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Making lightweight construction suitable for series production

More and more automobile companies are focusing on body parts made of carbon fiber reinforced plastics (CFRP). However, manufacturing and repair costs must be further reduced in order to make CFRP more economical in use. Together with the Volkswagen AG and five other partners in the project HolQueSt 3D, the Laser Zentrum Hannover e.V. (LZH) has developed laser processes for the automatic trimming, drilling and repair of three-dimensional components.

Automated manufacturing processes are the basis for ultimately establishing the series production of CFRP components. In the project HolQueSt 3D, the LZH has...

Im Focus: Wonder material? Novel nanotube structure strengthens thin films for flexible electronics

Reflecting the structure of composites found in nature and the ancient world, researchers at the University of Illinois at Urbana-Champaign have synthesized thin carbon nanotube (CNT) textiles that exhibit both high electrical conductivity and a level of toughness that is about fifty times higher than copper films, currently used in electronics.

"The structural robustness of thin metal films has significant importance for the reliable operation of smart skin and flexible electronics including...

Im Focus: Deep inside Galaxy M87

The nearby, giant radio galaxy M87 hosts a supermassive black hole (BH) and is well-known for its bright jet dominating the spectrum over ten orders of magnitude in frequency. Due to its proximity, jet prominence, and the large black hole mass, M87 is the best laboratory for investigating the formation, acceleration, and collimation of relativistic jets. A research team led by Silke Britzen from the Max Planck Institute for Radio Astronomy in Bonn, Germany, has found strong indication for turbulent processes connecting the accretion disk and the jet of that galaxy providing insights into the longstanding problem of the origin of astrophysical jets.

Supermassive black holes form some of the most enigmatic phenomena in astrophysics. Their enormous energy output is supposed to be generated by the...

Im Focus: A Quantum Low Pass for Photons

Physicists in Garching observe novel quantum effect that limits the number of emitted photons.

The probability to find a certain number of photons inside a laser pulse usually corresponds to a classical distribution of independent events, the so-called...

Im Focus: Microprocessors based on a layer of just three atoms

Microprocessors based on atomically thin materials hold the promise of the evolution of traditional processors as well as new applications in the field of flexible electronics. Now, a TU Wien research team led by Thomas Müller has made a breakthrough in this field as part of an ongoing research project.

Two-dimensional materials, or 2D materials for short, are extremely versatile, although – or often more precisely because – they are made up of just one or a...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Expert meeting “Health Business Connect” will connect international medical technology companies

20.04.2017 | Event News

Wenn der Computer das Gehirn austrickst

18.04.2017 | Event News

7th International Conference on Crystalline Silicon Photovoltaics in Freiburg on April 3-5, 2017

03.04.2017 | Event News

 
Latest News

NASA's Fermi catches gamma-ray flashes from tropical storms

25.04.2017 | Physics and Astronomy

Researchers invent process to make sustainable rubber, plastics

25.04.2017 | Materials Sciences

Transfecting cells gently – the LZH presents a GNOME prototype at the Labvolution 2017

25.04.2017 | Life Sciences

VideoLinks
B2B-VideoLinks
More VideoLinks >>>