Digital modality richness drives vivid memory experience

IF 9.6 2区 管理学 Q1 BUSINESS Journal of Research in Interactive Marketing Pub Date : 2023-05-26 DOI:10.1108/jrim-10-2022-0334
Tseng-Lung Huang, H. Chung, Xiangling Chen
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引用次数: 1

Abstract

PurposeThe purpose of this study is to clarify the role of various levels of modality richness [text-visual, audiovisual and augmented reality interactive technology (ARIT)] on vivid memories (visual sensory detailed, emotionally intense, first-person perspective and coherent) and exploratory behavior. To clarify which modality richness online retailers use is more appropriate to create a virtual reality simulation experience to fill a significant gap in the sensory interactive marketing paradigm.Design/methodology/approachA task-based laboratory study was conducted to provide users with private try-on space. A total of 429 valid questionnaires were collected, and partial least squares path modeling was adopted to test hypotheses.FindingsThe results indicate that various levels of modality richness (text-visual, audiovisual and ARIT) positively affect vivid memories (visual sensory detailed, emotionally intense, first-person perspective and coherent), and vivid memories successfully induce exploratory behavior.Practical implicationsThe study results could also help retailers and brands with clear guidance in designing and creating simulation experience services and choosing the best way to present products. With the results of this research, retailers will also be able to grasp better the critical points of introducing innovative technology into the service experience and then create the benefits of digital economic growth.Originality/valueExploring which digital interactive technology online retailers use is more appropriate to create a virtual reality shopping experience to fill a significant gap in the sensory interactive marketing paradigm. Exploring the antecedents of vivid memories in a digital sensory interactive experience contributes to the body schema literature and the script theory. We draw from construal level theory (CLT) to clarify the impact of various levels of modality richness on driving the difference in sensory simulation schema to break through the limited findings of previous studies, namely using CLT to interpret psychological distance.
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数字形态的丰富性驱动生动的记忆体验
目的研究不同层次的情态丰富度[文本-视觉、视听和增强现实交互技术(ARIT)]对生动记忆(视觉感官细节化、情感强烈化、第一人称视角和连贯化)和探索行为的影响。澄清哪种模式丰富在线零售商使用更适合创建虚拟现实模拟体验,以填补感官互动营销范式中的重大空白。设计/方法/方法进行了一项基于任务的实验室研究,为用户提供私人试穿空间。共回收有效问卷429份,采用偏最小二乘路径模型对假设进行检验。结果表明,不同程度的模态丰富度(文本-视觉、视听和ARIT)对生动记忆(视觉感官细节、情感强烈、第一人称视角和连贯)有积极影响,生动记忆成功地诱导了探索行为。实际意义研究结果也可以为零售商和品牌商在设计和创造模拟体验服务以及选择最佳的产品展示方式方面提供明确的指导。通过本研究的结果,零售商也将能够更好地把握将创新技术引入服务体验的关键点,从而创造数字经济增长的好处。原创性/价值探索在线零售商使用哪种数字互动技术更适合创造虚拟现实购物体验,以填补感官互动营销范式中的重大空白。探索数字感官互动体验中生动记忆的前因有助于身体图式文献和剧本理论的发展。我们借鉴解释水平理论(CLT)阐明不同情态丰富度对驱动感觉模拟图式差异的影响,突破以往研究成果的局限,即利用解释水平理论解释心理距离。
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来源期刊
CiteScore
17.80
自引率
17.10%
发文量
31
期刊介绍: The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.
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