Abstract
In this study, we introduced Stimulus-Organism-Response (S–O-R) theory, social perceptions, and para-social interaction concepts to construct a path model from the perspective of mental imagery. The model is designed to reveal the influence of virtual social elements on virtual reality (VR) tourism effects, including attachment to VR and visit intention. We tested three versions of VR travel environments independently using a head-mounted display (HMD) and an integrated eye-tracking device. A total of 254 participants took part in the experiment. We analyzed the experimental data using variance analysis and PLS-SEM analysis. Our results show that both the quantity (multiple vs. few) and dynamism (dynamic vs. static) of virtual social elements positively affect consumers’ social perceptions and formation of mental imagery. Additionally, mental imagery serve as a conduction mechanism that positively affects VR tourism. Our findings may have important implications for marketers regarding approaches to improving VR tourism by incorporating social elements into the VR preview environment.
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.
