Proposal of a Measurement Scale and Test of the Impacts on Purchase and Revisit Intention
Main Article Content
Keywords
Scale measure, online immersion, merchant website, Internet users, Digital Marketing
Abstract
Online immersion is considered as a determining factor of web surfers’ reactions. Its importance may be greater in a 3D-enriched environment. However, little research has explored it in marketing and less has investigated its impact on consumer behaviour in an enriched commercial website. In addition, when it comes to its operationalization, many weaknesses are noticed in the existing literature. Accordingly, the objective of this study is two-fold: in order to test the impact of immersion on purchase and revisit intentions to a 3D-enriched commercial website, a scale measurement of immersion tailored to this specific context is proposed. Following Churchill’s framework and the recommendations of Rossiter, a number of methodological instruments, including two focus groups (the first with 4 experts; the second with 18 consumers) and three surveys (first: 140 students; second: 350 Internet users; third: 200 Internet users), are used. The confirmatory factor analysis resulted in an 8-item scale which seems to exhibit evidence of reliability and validity. The predictive validity was confirmed since the impacts of immersion on the intentions to buy and revisit the website are significant. The proposed scale measure may help academics conduct better and more reliable studies on consumer behaviour online.
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References
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Banfi, F. (2021). The evolution of interactivity, immersion and interoperability in HBIM: Digital model uses, VR and AR for built cultural heritage. ISPRS International Journal of Geo-Information, 10(10), 685. https://doi.org/10.3390/ijgi10100685
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Carù, A., & Cova, B. (2006). Expériences de marque: comment favoriser l'immersion du consommateur? Décisions Marketing, 41, 43–52.
Charfi, A. A., & Volle, P. (2011). L'expérience d'immersion en ligne: un nouvel outil pour les sites marchands. Revue Française du Marketing, 234/235, 49–65.
Charfi, A. A. (2012). L'immersion en ligne: l'effet conjoint de l'agent virtuel et des environnements en 3D. Actes de la 11ème Journée du e marketing, Paris la Sorbonne, 7 Septembre
Chen, Y., & Lin, C. A. (2022). Consumer Decision-Making in an Augmented Reality Environment: Exploring the Effects of Flow via Augmented Realism and Technology Fluidity. Telematics and Informatics, 71, 101833. https://doi.org/10.1016/j.tele.2022.101833
Chin, W. W., Peterson, R. A., & Brown, S. P. (2008). Structural equation modeling in marketing: Some practical reminders. Journal of marketing theory and practice, 16(4), 287–298. https://doi.org/10.2753/MTP1069-6679160402
Churchill Jr, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of marketing research, 16(1), 64–73. https://doi.org/10.1177/002224377901600110
Coban, M., Bolat, Y. I., & Goksu, I. (2022). The potential of immersive virtual reality to enhance learning: A meta-analysis. Educational Research Review, 36, 100452. https://doi.org/10.1016/j.edurev.2022.100452
Daassi, M., & Debbabi, S. (2021). Intention to reuse AR-based apps: The combined role of the sense of immersion, product presence and perceived realism. Information & Management, 58(4), 103453. https://doi.org/10.1016/j.im.2021.103453
Demangeot, C., & Broderick, A. J. (2007). Conceptualising consumer behaviour in online shopping environments. International journal of retail & distribution management. 35(11), 878–894. https://doi.org/10.1108/09590550710828218
Evrard, Y., Pras, B., & Roux, E., (2009). Market – Etudes et recherches en marketing, 4ième edition. Dunod, Paris.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382–388. https://doi.org/10.1177/002224378101800313
Fornerino, M., Helme-Guizon, A., & Gotteland, D. (2008). Expériences cinématographiques en état d'immersion: effets sur la satisfaction. Recherche et Applications en Marketing (French Edition), 23(3), 95–113. https://doi.org/10.1177/076737010802300304
Frikha, A. (2019). La mesure en marketing: Opérationnalisation des construits latents. ISTE Group, London, UK.
Gerbing, D. W., & Anderson, J. C. (1988). An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of marketing research, 25(2), 186–192. https://doi.org/10.1177/002224378802500207
Griffith, D. A., & Chen, Q. (2004). The influence of virtual direct experience (VDE) on on-line ad message effectiveness. Journal of Advertising, 33(1), 55. https://doi.org/10.1080/00913367.2004.10639153
Grinberg, A. M., Careaga, J. S., Mehl, M. R., & O’Connor, M. F. (2014). Social engagement and user immersion in a socially based virtual world. Computers in Human Behavior, 36, 479–486. https://doi.org/10.1016/j.chb.2014.04.008
Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of business research, 62(1), 5–13. https://doi.org/10.1016/j.jbusres.2008.01.018
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132–140.https://doi.org/10.1086/208906
Hoffman, D. L., & Novak, T. P. (2009). Flow online: lessons learned and future prospects. Journal of interactive marketing, 23(1), 23–34. https://doi.org/10.1016/j.intmar.2008.10.003
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing. Emerald Group Publishing Limited. https://doi.org/10.1108/S1474-7979(2009)0000020014
Hudson, S., Matson-Barkat, S., Pallamin, N., & Jegou, G. (2019). With or without you? Interaction and immersion in a virtual reality experience. Journal of Business Research, 100, 459–468. https://doi.org/10.1016/j.jbusres.2018.10.062
Jennett, C., Cox, A. L., Cairns, P., Dhoparee, S., Epps, A., Tijs, T., & Walton, A. (2008). Measuring and defining the experience of immersion in games. International journal of human-computer studies, 66(9), 641–661. https://doi.org/10.1016/j.ijhcs.2008.04.004
Kalafatis, S. P., Sarpong Jr, S., & Sharif, K. J. (2005). An Examination of the Stability of Operationalisations of Multi-Item Marketing Scales: A look at the evidence for the usefulness, reliability and validity of projective techniques in market research. International Journal of Market Research, 47(3), 255–266. https://doi.org/10.1177/147078530504700301
Kowalczuk, P., Siepmann, C., & Adler, J. (2021). Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: A comparative study. Journal of Business Research, 124, 357–373. https://doi.org/10.1016/j.jbusres.2020.10.050
Leung, G., Hazan, H., & Chan, C. S. (2022). Exposure to nature in immersive virtual reality increases connectedness to nature among people with low nature affinity. Journal of Environmental Psychology, 83, 101863. https://doi.org/10.1016/j.jenvp.2022.101863
Lombard, M., & Ditton, T. (1997). At the heart of it all: The concept of presence. Journal of computer-mediated communication, 3(2), JCMC321. https://doi.org/10.1111/j.1083-6101.1997.tb00072.x
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of retailing, 77(1), 39–56. https://doi.org/10.1016/S0022-4359(00)00045-2
Mathwick, C., & Rigdon, E. (2004). Play, flow, and the online search experience. Journal of consumer research, 31(2), 324–332. https://doi.org/10.1086/422111
Nunnally, J., & Bernstein, I., (1994) Psychometric Theory. New York: McGraw Hill, 3éme edition.
Pentina, I., & Taylor, D. G. (2010). Exploring source effects for online sales outcomes: the role of avatar-buyer similarity. Journal of Customer Behaviour, 9(2), 135–150. https://doi.org/10.1362/147539210X511344
Poddar, A., Donthu, N., & Wei, Y. (2009). Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality. Journal of Business research, 62(4), 441–450. https://doi.org/10.1016/j.jbusres.2008.01.036
Rossiter, J. R. (2002). The C-OAR-SE procedure for scale development in marketing. International journal of research in marketing, 19(4), 305–335. https://doi.org/10.1016/S0167-8116(02)00097-6
Rózsa, S., Hargitai, R., Láng, A., Osváth, A., Hupuczi, E., Tamás, I., & Kállai, J. (2022). Measuring Immersion, Involvement, and Attention Focusing Tendencies in the Mediated Environment: The Applicability of the Immersive Tendencies Questionnaire. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.931955
Roussel, P., Durrieu, F., Campoy, E. & El Akremi, A. (2002). Méthodes d'équations structurelles: recherche et applications en gestion. Paris, Economica.
Schlosser, A. E. (2003). Experiencing products in the virtual world: The role of goal and imagery in influencing attitudes versus purchase intentions. Journal of consumer research, 30(2), 184–198. https://doi.org/10.1086/376807
Schnack, A., Wright, M. J., & Elms, J. (2021). Investigating the impact of shopper personality on behaviour in immersive Virtual Reality store environments. Journal of Retailing and Consumer Services, 61, 102581. https://doi.org/10.1016/j.jretconser.2021.102581
Simon, F. (2007). Les composantes de l’expérience virtuelle de recherche d’information: imagination, plaisir et immersion. Actes de la 12ieme Journées de la Recherche en Marketing de Bourgogne, 1–20.
Smith, S. A. (2019). Virtual reality in episodic memory research: A review. Psychonomic bulletin & review, 26(4), 1213–1237. https://doi.org/10.3758/s13423-019-01605-w
Tamás, I., Rózsa, S., Hargitai, R., Hartung, I., Osváth, A., & Kállai, J. (2022). Factors influencing schizotypal personality trait-dependent immersion and digital media usage: Adaptation and maladaptation. Acta Psychologica, 230, 103735. https://doi.org/10.1016/j.actpsy.2022.103735
Thompson, C. J., Locander, W. B., & Pollio, H. R. (1989). Putting consumer experience back into consumer research: The philosophy and method of existential-phenomenology. Journal of consumer research, 16(2), 133–146. https://doi.org/10.1086/209203
Vézina, R. (1999). Pour comprendre et analyser l'expérience du consommateur. GESTION-MONTREAL, 24(2), 59–65.
Volle, P., & Charfi, A. A. (2011). Valeur perçue et comportements en ligne en état d'immersion: le rôle modérateur de l'implication et de l'expertise. In 27ème Congrès International de l'Association Française du Marketing, Bruxelles, Belgique (pp. 1–25).
Volle, P. (2000). Du marketing des points de vente à celui des sites marchands: spécificités, opportunités et questions de recherche. Revue Française du Marketing, 177/178, 83–100.
Wang, Q. J., Escobar, F. B., Da Mota, P. A., & Velasco, C. (2021). Getting started with virtual reality for sensory and consumer science: Current practices and future perspectives. Food Research International, 145, 110410. https://doi.org/10.1016/j.foodres.2021.110410
Yahia, I. B., Al-Neama, N., & Kerbache, L. (2018). Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage. Journal of Retailing and Consumer Services, 41, 11–19. https://doi.org/10.1016/j.jretconser.2017.10.021
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52(1), 1–14. https://doi.org/10.1016/S0148-2963(99)00098-3
Zhang, Q., Phang, C. W., & Zhang, C. (2022). Does the internet help governments contain the COVID-19 pandemic? Multi-country evidence from online human behaviour. Government information quarterly, 39(4) 101749. https://doi.org/10.1016/j.giq.2022.101749
Ayari, S., & Ben Yahia, I. (2023). Impacts of immersion on loyalty to guesthouse websites: the simultaneous effect of 3D decor and avatars in a hyper-real environment. Journal of Marketing Communications, 1–16. https://doi.org/10.1080/13527266.2023.2193824
Ayari, S., Ben Yahia, I., & Debabi, M. (2022). Measuring e-browsing behaviour and testing its impact on online immersion. Journal of Telecommunications and the Digital Economy, 10(2), 111–125. http://doi.org/10.18080/jtde.v10n2.546
Banfi, F. (2021). The evolution of interactivity, immersion and interoperability in HBIM: Digital model uses, VR and AR for built cultural heritage. ISPRS International Journal of Geo-Information, 10(10), 685. https://doi.org/10.3390/ijgi10100685
Barfield, W., Zeltzer, D., Sheridan, T., & Slater, M. (1995). Presence and performance within virtual environments. In Barfield, W., & Furness, T. A. (eds), Virtual environments and advanced interface design, New York: Oxford University Press, pp. 473–513.
Carù, A., & Cova, B. (2003). Approche empirique de l'immersion dans l'expérience de consommation: les opérations d'appropriation. Recherche et Applications en Marketing (French Edition), 18(2), 47–65. https://doi.org/10.1177/076737010301800203
Carù, A., & Cova, B. (2006). Expériences de marque: comment favoriser l'immersion du consommateur? Décisions Marketing, 41, 43–52.
Charfi, A. A., & Volle, P. (2011). L'expérience d'immersion en ligne: un nouvel outil pour les sites marchands. Revue Française du Marketing, 234/235, 49–65.
Charfi, A. A. (2012). L'immersion en ligne: l'effet conjoint de l'agent virtuel et des environnements en 3D. Actes de la 11ème Journée du e marketing, Paris la Sorbonne, 7 Septembre
Chen, Y., & Lin, C. A. (2022). Consumer Decision-Making in an Augmented Reality Environment: Exploring the Effects of Flow via Augmented Realism and Technology Fluidity. Telematics and Informatics, 71, 101833. https://doi.org/10.1016/j.tele.2022.101833
Chin, W. W., Peterson, R. A., & Brown, S. P. (2008). Structural equation modeling in marketing: Some practical reminders. Journal of marketing theory and practice, 16(4), 287–298. https://doi.org/10.2753/MTP1069-6679160402
Churchill Jr, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of marketing research, 16(1), 64–73. https://doi.org/10.1177/002224377901600110
Coban, M., Bolat, Y. I., & Goksu, I. (2022). The potential of immersive virtual reality to enhance learning: A meta-analysis. Educational Research Review, 36, 100452. https://doi.org/10.1016/j.edurev.2022.100452
Daassi, M., & Debbabi, S. (2021). Intention to reuse AR-based apps: The combined role of the sense of immersion, product presence and perceived realism. Information & Management, 58(4), 103453. https://doi.org/10.1016/j.im.2021.103453
Demangeot, C., & Broderick, A. J. (2007). Conceptualising consumer behaviour in online shopping environments. International journal of retail & distribution management. 35(11), 878–894. https://doi.org/10.1108/09590550710828218
Evrard, Y., Pras, B., & Roux, E., (2009). Market – Etudes et recherches en marketing, 4ième edition. Dunod, Paris.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382–388. https://doi.org/10.1177/002224378101800313
Fornerino, M., Helme-Guizon, A., & Gotteland, D. (2008). Expériences cinématographiques en état d'immersion: effets sur la satisfaction. Recherche et Applications en Marketing (French Edition), 23(3), 95–113. https://doi.org/10.1177/076737010802300304
Frikha, A. (2019). La mesure en marketing: Opérationnalisation des construits latents. ISTE Group, London, UK.
Gerbing, D. W., & Anderson, J. C. (1988). An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of marketing research, 25(2), 186–192. https://doi.org/10.1177/002224378802500207
Griffith, D. A., & Chen, Q. (2004). The influence of virtual direct experience (VDE) on on-line ad message effectiveness. Journal of Advertising, 33(1), 55. https://doi.org/10.1080/00913367.2004.10639153
Grinberg, A. M., Careaga, J. S., Mehl, M. R., & O’Connor, M. F. (2014). Social engagement and user immersion in a socially based virtual world. Computers in Human Behavior, 36, 479–486. https://doi.org/10.1016/j.chb.2014.04.008
Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of business research, 62(1), 5–13. https://doi.org/10.1016/j.jbusres.2008.01.018
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132–140.https://doi.org/10.1086/208906
Hoffman, D. L., & Novak, T. P. (2009). Flow online: lessons learned and future prospects. Journal of interactive marketing, 23(1), 23–34. https://doi.org/10.1016/j.intmar.2008.10.003
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing. Emerald Group Publishing Limited. https://doi.org/10.1108/S1474-7979(2009)0000020014
Hudson, S., Matson-Barkat, S., Pallamin, N., & Jegou, G. (2019). With or without you? Interaction and immersion in a virtual reality experience. Journal of Business Research, 100, 459–468. https://doi.org/10.1016/j.jbusres.2018.10.062
Jennett, C., Cox, A. L., Cairns, P., Dhoparee, S., Epps, A., Tijs, T., & Walton, A. (2008). Measuring and defining the experience of immersion in games. International journal of human-computer studies, 66(9), 641–661. https://doi.org/10.1016/j.ijhcs.2008.04.004
Kalafatis, S. P., Sarpong Jr, S., & Sharif, K. J. (2005). An Examination of the Stability of Operationalisations of Multi-Item Marketing Scales: A look at the evidence for the usefulness, reliability and validity of projective techniques in market research. International Journal of Market Research, 47(3), 255–266. https://doi.org/10.1177/147078530504700301
Kowalczuk, P., Siepmann, C., & Adler, J. (2021). Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: A comparative study. Journal of Business Research, 124, 357–373. https://doi.org/10.1016/j.jbusres.2020.10.050
Leung, G., Hazan, H., & Chan, C. S. (2022). Exposure to nature in immersive virtual reality increases connectedness to nature among people with low nature affinity. Journal of Environmental Psychology, 83, 101863. https://doi.org/10.1016/j.jenvp.2022.101863
Lombard, M., & Ditton, T. (1997). At the heart of it all: The concept of presence. Journal of computer-mediated communication, 3(2), JCMC321. https://doi.org/10.1111/j.1083-6101.1997.tb00072.x
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of retailing, 77(1), 39–56. https://doi.org/10.1016/S0022-4359(00)00045-2
Mathwick, C., & Rigdon, E. (2004). Play, flow, and the online search experience. Journal of consumer research, 31(2), 324–332. https://doi.org/10.1086/422111
Nunnally, J., & Bernstein, I., (1994) Psychometric Theory. New York: McGraw Hill, 3éme edition.
Pentina, I., & Taylor, D. G. (2010). Exploring source effects for online sales outcomes: the role of avatar-buyer similarity. Journal of Customer Behaviour, 9(2), 135–150. https://doi.org/10.1362/147539210X511344
Poddar, A., Donthu, N., & Wei, Y. (2009). Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality. Journal of Business research, 62(4), 441–450. https://doi.org/10.1016/j.jbusres.2008.01.036
Rossiter, J. R. (2002). The C-OAR-SE procedure for scale development in marketing. International journal of research in marketing, 19(4), 305–335. https://doi.org/10.1016/S0167-8116(02)00097-6
Rózsa, S., Hargitai, R., Láng, A., Osváth, A., Hupuczi, E., Tamás, I., & Kállai, J. (2022). Measuring Immersion, Involvement, and Attention Focusing Tendencies in the Mediated Environment: The Applicability of the Immersive Tendencies Questionnaire. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.931955
Roussel, P., Durrieu, F., Campoy, E. & El Akremi, A. (2002). Méthodes d'équations structurelles: recherche et applications en gestion. Paris, Economica.
Schlosser, A. E. (2003). Experiencing products in the virtual world: The role of goal and imagery in influencing attitudes versus purchase intentions. Journal of consumer research, 30(2), 184–198. https://doi.org/10.1086/376807
Schnack, A., Wright, M. J., & Elms, J. (2021). Investigating the impact of shopper personality on behaviour in immersive Virtual Reality store environments. Journal of Retailing and Consumer Services, 61, 102581. https://doi.org/10.1016/j.jretconser.2021.102581
Simon, F. (2007). Les composantes de l’expérience virtuelle de recherche d’information: imagination, plaisir et immersion. Actes de la 12ieme Journées de la Recherche en Marketing de Bourgogne, 1–20.
Smith, S. A. (2019). Virtual reality in episodic memory research: A review. Psychonomic bulletin & review, 26(4), 1213–1237. https://doi.org/10.3758/s13423-019-01605-w
Tamás, I., Rózsa, S., Hargitai, R., Hartung, I., Osváth, A., & Kállai, J. (2022). Factors influencing schizotypal personality trait-dependent immersion and digital media usage: Adaptation and maladaptation. Acta Psychologica, 230, 103735. https://doi.org/10.1016/j.actpsy.2022.103735
Thompson, C. J., Locander, W. B., & Pollio, H. R. (1989). Putting consumer experience back into consumer research: The philosophy and method of existential-phenomenology. Journal of consumer research, 16(2), 133–146. https://doi.org/10.1086/209203
Vézina, R. (1999). Pour comprendre et analyser l'expérience du consommateur. GESTION-MONTREAL, 24(2), 59–65.
Volle, P., & Charfi, A. A. (2011). Valeur perçue et comportements en ligne en état d'immersion: le rôle modérateur de l'implication et de l'expertise. In 27ème Congrès International de l'Association Française du Marketing, Bruxelles, Belgique (pp. 1–25).
Volle, P. (2000). Du marketing des points de vente à celui des sites marchands: spécificités, opportunités et questions de recherche. Revue Française du Marketing, 177/178, 83–100.
Wang, Q. J., Escobar, F. B., Da Mota, P. A., & Velasco, C. (2021). Getting started with virtual reality for sensory and consumer science: Current practices and future perspectives. Food Research International, 145, 110410. https://doi.org/10.1016/j.foodres.2021.110410
Yahia, I. B., Al-Neama, N., & Kerbache, L. (2018). Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage. Journal of Retailing and Consumer Services, 41, 11–19. https://doi.org/10.1016/j.jretconser.2017.10.021
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52(1), 1–14. https://doi.org/10.1016/S0148-2963(99)00098-3
Zhang, Q., Phang, C. W., & Zhang, C. (2022). Does the internet help governments contain the COVID-19 pandemic? Multi-country evidence from online human behaviour. Government information quarterly, 39(4) 101749. https://doi.org/10.1016/j.giq.2022.101749
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Sep 30, 2023
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Ayari, S., & Ben Yahia, I. (2023). Proposal of a Measurement Scale and Test of the Impacts on Purchase and Revisit Intention. Journal of Telecommunications and the Digital Economy, 11(3), 1–18. https://doi.org/10.18080/jtde.v11n3.657
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