نویسندگان
1
استادیار مدیریت ورزشی، دانشکده علوم ورزشی و تندرستی، دانشگاه شهید بهشتی، تهران، ایران.
2
دانشآموخته دکتری مدیریت ورزشی، دانشکده تربیت بدنی علوم ورزشی، دانشگاه تهران، تهران، ایران
,
نوع مقاله : مقاله پژوهشی
چکیده
هدف: هدف این پژوهش شناسایی اثر تکنولوژی واقعیت مجازی بر خلق دورحضوری و تجربه غرقه و اثر آنان بر نگرش به برند و قصد خرید مشتریان محصولات ورزشی بود.
روش شناسی: پژوهش حاضر کاربردی و از نوع پژوهشهای نیمه تجربی و مبتنی بر مدل معادلات ساختاری بود. حجم نمونه با نرمافزار جی پاور، ۳۶ نمونه تعیین شد که به صورت در دسترس و تصادفی از دانشجویان دانشگاه تهران که با این برند نورثفیس آشنایی داشتند، انتخاب شدند. ابزار اندازهگیری شامل پرسشنامه شفافیت تصویر کلر و بلاک (۱۹۹۷) تجربه غرقه کیم و کو (۲۰۱۹)، پرسشنامه نگرش به برند هومر (۱۹۹۰) و همچنین پرسشنامه قصد خرید کانگ، لی و نامکونگ (۲۰۱۸) بود. همچنین برای ایجاد تجربه واقعیت مجازی از دستگاه عینک واقعیت مجازی برند کویلو استفاده شد. از طرفی پس از جستجو در فیلمهای تبلیغاتی سه بعدی، کلیپ سه بعدی تبلیغ پوشاک کوهنوردی برند ماموت انتخاب شد. روش اجرا بدین صورت بود که نمونهها پس از مشاهده تبلیغ به صورت واقعیت مجازی، پرسشنامههای مذکور را تکمیل کردند. در نهایت برای تحلیل دادههای پژوهش از معادلات ساختاری در نرم افزار پی ال اس ۳ استفاده شد.
یافتهها: نتایج نشان داد، واقعیت مجازی در صورتی که شفافیت و غنای تصویر مناسب باشد منجر به دورحضوری و خلق تجربه غرقه می شود. تجربه غرقه منجر به تغیرر نگرش و در نهایت بر قصد خرید مشتریان اثر میگذارد.
بحث و نتیجهگیری: بهطو کلی نتایج نشان داد تکنولوژی واقعیت مجازی ابزار مناسبی برای بازاریابان است تا بتوانند تجربههای غرقه و نزدیک به واقعیت را برای مشتریان ممکن سازند. امروزه تکنولوژی واقعیت مجازی به خانهها راه پیدا کردهاند، بنابراین فرصت ارزشمندی برای بازاریابان است تا تجربه را از خانه برای مشتریان فراهم کنند. همچنین فروشگاههای ورزشی نیز میتوانند با تجهیز فروشگاه به واقعیت مجازی و همچنین اضافه کردن محرکهای حسی، غنا و شفافیت محتوای واقعیت مجازی، اثربخشی آن را افزایش دهند.
- A Adams RL (2016) Five Ways Virtual Reality Will Change The
http://www.forbes.com/sites/robertadams/2016/10/17/5-
ways-virtual-reality-will-change-the-world/#54144185161d
- Agarwal, R., & Karahanna, E. (2000). Time flies when you’re having fun: Cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24(4), 665–694. Retrieved from http://www.misq.org/
- Ajzen, I. (1991), “The Theory of Planned Behavior,” Organizational
Behavior and Human Decision Processes, 50 (2), 179-211.
- Ali, F. (2016). Hotel website quality, perceived flow, customer satisfaction and purchase intention. Journal of Hospitality and Tourism Technology, 7(2), 213-228.
- Belleau, B. D., Marquette, Y. B., & Summers, T. A. (2004). Practical
techniques for designing with exotic leather: American Alligator and Emu.
Clothing and Textiles Research Journal, 22(1-2), 53-60.
- Biocca, F., Kim, T., & Levy, M. R. (1995). The vision of virtual reality. Communication in the age of virtual reality, 3-14.
- Cheng, L. K., Chieng, M. H., & Chieng, W. H. (2014). Measuring virtual experience in a three-dimensional virtual reality interactive simulator environment: a structural equation modeling approach. Virtual Reality, 18(3), 173-188.
- Csikszentmihalyi, M. (1975), Beyond Boredom and Anxiety: The Experience of Play in Work and Games,
Jossey-Bass, San Francisco, CA.
- Gartner (2017). Top 10 strategic technology trends for 2018. Retrieved from https://goo.
gl/Emkt37, Accessed date: 14 January 2018
- Gartner (2016) Gartner’s 2016 hype cycle for emerging technologies identifies three key trends that organizations must track to gain competitive advantage. http://www.gartner.com/newsroom/id/ 3412017. Accessed 5 Dec 2016
- Geisser, S. (1974). A Predictive Approach to the Random Effects Model, Biometrika, 61(1): 101-107.
- Ghalandari, K., & Norouzi, A. (2012). The Effect of Country of Origin on
Purchase Intention: The Role of Product Knowledge. Research Journal of Applied
Sciences, Engineering and Technology, 4(9), 1166-1171
- Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637-651.
- Grajewski, D., Górski, F., Zawadzki, P., & Hamrol, A. (2013). Application of virtual reality techniques in design of ergonomic manufacturing workplaces. Procedia Computer Science, 25, 289-301.
- Greenlight (2015). 2015 virtual reality consumer report. Retrieved from https://goo.gl/
Lpf94, Accessed date: 14 January 2018
- Giner‐Sorolla, R. (2004). Is affective material in attitudes more accessible than cognitive material? The moderating role of attitude basis. European journal of social psychology, 34(6), 761-780.
- Heim, M. (1994). The metaphysics of virtual reality. Oxford University Press.
- Henseler, J., Dijkstra, T. K., Sarstedt, M., Ringle, C. M., Diamantopoulos, A., Straub, D. W., Ketchen, D. J., Hair, J. F., Hult, G. T. M., and Calantone, R. J. 2014. "Common Beliefs and Reality about Partial Least Squares: Comments on Rönkkö & Evermann (2013)." Organizational Research Methods 17 (2): 182-209.
- Hernandez, M. D. (2011). A model of flow experience as determinant of positive attitudes toward online advergames. Journal of Promotion Management, 17(3), 315-326.
- Hoffman, D.L. and Novak, T.P. (1996), “Marketing in hypermedia computer-mediated
environments: conceptual foundations”, Journal of Marketing, Vol. 60 No. 3.
- Homer PM (1990) The mediating role of attitude toward the ad: some
additional evidence. J Mark Res 27:78–86. doi:10.2307/3172553
- Hooker, R., Wasko, M., & Paradice, D. (2009). Linking flow, brand attitudes and purchase intent in virtual worlds. ICIS 2009 Proceedings, 106.
- Hu, L.-T., & Bentler, P. (1995). Evaluating model fit. In R. H. Hoyle (Ed.), Structural Equation Modeling. Concepts, Issues, and Applications (pp. 76-99). London: Sage.
- Huang, E. (2012). Online experiences and virtual goods purchase intention. Internet Research, 22(3), 252-274.
- Jones P, Comfort D, Clarke-Hill C, Hillier D (2010) Retail experience stores: experiencing the brand at first hand. Market Intell Plan 28:241–248. doi:10.1108/02634501011041408
- Kang, J. W., Lee, H., & Namkung, Y. (2018). The impact of restaurant patrons’ flow experience on SNS satisfaction and offline purchase intentions. International Journal of Contemporary Hospitality Management, 30(2), 797-816
- Keller PA, Block LG (1997) vividness effects: a resource-matching
J Consum Res 24:295–304. doi:10.1086/209511
- Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based
brand equity. The journal of marketing, 1-22.
- Keng, C.-J. and Lin, H.-Y. (2006), “Impact on telepresence levels on internet advertising effects”,
CyperPsychology & Behavior, Vol. 9 No. 1
- Kim, S., Baek, T. H., & Yoon, S. (2020). The effect of 360-degree rotatable product images on purchase intention. Journal of Retailing and Consumer Services, 55, 102062.
- Kim, M. J., Lee, C. K., & Jung, T. (2020). Exploring consumer behavior in virtual reality tourism using an extended stimulus-organism-response model. Journal of Travel Research, 59(1), 69-89.
- Kim, D., & Ko, Y. J. (2019). The impact of virtual reality (VR) technology on sport spectators' flow experience and satisfaction. Computers in Human Behavior, 93, 346-356.
- Klein, L.R. (2003), “Creating virtual experiences: the role of telepresence”, Journal of Interactive
Marketing, Vol. 17 No. 1.
- Korzaan, M. L. (2003). Going with the flow: Predicting online purchase intentions. Journal of Computer Information Systems, 43(4), 25-31.
- Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout
the customer journey. Journal of Marketing, 80(6), 69–96.
- Lee, K. M. (2004). Presence, explicated. Communication Theory, 14(1), 27–50.
- Li, H., Daugherty, T. and Biocca, F. (2001), “Characteristics of virtual experience in electronic commerce: a protocol analysis”, Journal of Interactive Marketing, Vol. 15 No. 3
- Lombard, M. and Snyder-Duch, J. (2001), “Interactive advertising and presence: a framework”,Journal of Interactive Advertising, Vol. 1 No. 2, available at: jiad.org
- Mandelbaum A (2015) How companies are marketing with virtual
Chief Marketer. http://www.chiefmarketer.com/compa
nies-marketing-virtual-reality/. Accessed 7 Nov 2016
- Mansouri, M. (1392). Designing the Model of Purchase Intension Focused on
the Role of Consumption Values, Attitude and Mental Engagement of Ads
(case study: Irancel and Hamrahe Avval). Tehran, Tarbiat Modares
- Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Journal of marketing research, 18(3), 318-332.
- Murray, E. G., Neumann, D. L., Moffitt, R. L. and Thomas, P. R. (2016). The effects of the presence of others during a rowing exercise in a virtual reality environment. Psychology of Sport and Exercise, 22, 328-336. doi:10.1016/j.psychsport.2015.09.007.
- Novak, T.P., Hoffman, D.L. and Yung, Y.-F. (2000), “Measuring the customer experience on
online environments: a structural modeling approach”, Marketing Science, Vol. 19 No. 1.
- Ostrom, A. L., Parasuraman, A., Bowen, D. E., Patricio, L., & Voss, C. A. (2015). Service
research priorities in a rapidly changing context. Journal of Service Research, 18(2),
127–159.
- Ozkara, B. Y., Ozmen, M., & Kim, J. W. (2017). Examining the effect of flow experience on online purchase: A novel approach to the flow theory based on hedonic and utilitarian value. Journal of Retailing and Consumer Services, 37, 119-131.
- Pace, S., 2004. A grounded theory of the flow experiences of Web users. Int. J. Human.-
Stud. 60 (3), 327–363.
- Rawson, A., Duncan, E., & Jones, C. (2013). The truth about customer experience.
Harvard Business Review, 91(9), 90–98.
- Richard, M., & Chandra, R. (2005). A model of consumer web navigational behavior:
Conceptual development and application. Journal of Business Research, 58(8),
1019–1029
- Rubin P (2014) The Future of Travel Has Arrived: Virtual-Reality
Beach Vacations. Wired. http://www.wired.com/2014/09/mar
riott-vr-teleporter/
- Sheridan, T. B. (1992). Musings on telepresence and virtual presence. Presence:
Teleoperators and Virtual Environments, 1(1), 120–126.
- steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal
of Communication, 42(4), 73–93
- Stone, M. (1974). Cross-Validatory Choice and Assessment of Statistical Predictions, Journal of the Royal Statistical Society, 36(2): pp 111-147.
- Stott J (2016) Virtual reality: Content marketing’s next big trend. https://econsultancy.com/blog/68401-virtual-reality-content-mar keting-s-next-big-trend/. Accessed 5 Dec 2016
- Tikkanen, H., Hietanen, J., Henttonen, T., & Rokka, J. (2009). Exploring virtual worlds: success factors in virtual world marketing. Management Decision, 47(8), 1357-1381.
- Tussyadiah, I. P., Wang, D., & Jia, C. H. (2017). Virtual reality and attitudes toward tourism destinations. In R. Schegg, & B. Stangl (Eds.), Information and
communication technologies in tourism 2017 (pp. 229–239). Springer International Publishing.
- Uhm, J. P., Lee, H. W., & Han, J. W. (2019). Creating sense of presence in a virtual reality experience: Impact on neurophysiological arousal and attitude towards a winter sport. Sport Management Review.
- Jung, N. Y., Kim, S., Kim, S. (2014). Influence of consumer attitude toward
online brand community on revisit intention and brand trust. Journal of
Retailing and Consumer Services, 21(4), 581-589.
- Van Kerrebroeck, H., Brengman, M., & Willems, K. (2017). When brands come to life: experimental research on the vividness effect of Virtual Reality in transformational marketing communications. Virtual Reality, 21(4), 177-191.
- Vinzi, V. E., Trinchera, L., & Amato, S. (2010). PLS path modeling: from foundations to recent developments and open issues for model assessment and improvement. In Handbook of partial least squares (pp. 47-82). Springer, Berlin, Heidelberg.
- Xin Ding, D., Hu, P. J. H., Verma, R., & Wardell, D. G. (2010). The impact of service system design and flow experience on customer satisfaction in online financial services. Journal of Service Research, 13(1), 96-110.