Abstract
ABSTRACTMany businesses use virtual experience (VE) to enhance the overall customer experience, though extant research offers little guidance for how to improve consumers’ VE. This study, anchored in activity theory, examines key drivers of VE and its influences on value perceptions and customer loyalty. A hierarchical model indicates that VE comprises second-order variables (i.e., social presence, social capital, flow experience, and situational involvement) and third-order variables (i.e., communal and individual experience). The results obtained from a substantive model further reveal that VE positively influences perceptions of both economic and social value and thus influences loyalty in both the real world and virtual environments.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
