Abstract
This study explored the effects of sequential combinations of consumer experiences. Four kinds of sequential combinations of consumer experiences were designed: exposing to escapist virtual experience preceding direct experience (VEescapist ? DE), exposing to education virtual experience preceding direct experience (VEeducation ? DE), exposing to escapist virtual experience preceding indirect experience (VEescapist ? IDE), and exposing to education virtual experience preceding indirect experience (VEeducation ? IDE). The results indicated that "VEescapist ? IDE" produces the highest product knowledge and brand attitude; "VEescapist ? DE" produces the lowest perceived risk. Additionally, the moderating roles of need for touch and product involvement also explored. For the high need for touch, "VEescapist ? IDE" produces the highest product knowledge and "VEescapist ? DE" produces the lowest perceived risk; for the high product involvement, "VEescapist ? IDE" produces the highest product knowledge and brand attitude and "VEescapist ? DE" produces the lowest perceived risk.
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