Authors
1
Assistant professor, Sports Management, Department of sports management and media, Faculty of sport science and health, Shahid Behehsti University, Tehran
2
Assistant Professor at Shahid Beheshti University
3
PhD in sports management, Department of sports management, Faculty of physical education and sport science, University of Tehran, Tehran, Iran
,
Document Type : Research Paper
Abstract
Objective: The purpose of this study was to investigate the impact of virtual reality (VR) technology on creating telepresence and flow experience and their impact on brand attitude and purchase intention of sports products.
Methodology: The present study was quasi-experimental research based on structural equation modeling. The sample size was determined to be 36 using G*Power, which was selected from students of Tehran University who were familiar with this brand. The sampling method was convenience and by accident. Measurement tools included the Keller and Block Vividness Questionnaire (1997), Kim and Ko’s flow experience Questionnaire (2019), the Homer’s Brand Attitude Questionnaire (1990), and the Kang, Lee, and Namkung Purchase Intention Questionnaire (2018). Virtual reality experience was created by the Quilo Virtual Reality Headset. On the other hand, after searching for 3D promotional videos, the 3D promotional video clip of the Mammut mountaineering apparel was selected. The method of implementation was completing the questionnaires by the samples after watching the VR advertisements. Finally, the research data was analyzed by structural equations in PLS 3 software.
Results: The results showed that virtual reality leads to telepresence and flow experience if the image Vividness is appropriate and rich. The flow experience leads to a change of attitude that ultimately effects on the purchase intention.
Conclusion: Overall, the results show that virtual reality technology is an appropriate tool for marketers to deliver a close flow experience to their customers. Nowadays, virtual reality technology has entered to the homes. So, it would be a valuable opportunity for marketers to provide the flow experience to customers at their homes. In addition, it’s suggested for sport stores to be equipped with VR technology. they can also increase effectiveness of this technology by enhancing sensory stimuli, richness and vividness of virtual reality’s containt.
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