Flagship Brand Stores within Virtual Worlds: The Impact of Virtual Store Exposure on Real-Life Attitude toward the Brand and Purchase Intent

摘要: Virtual hyperrealities, also referred to as virtual social worlds, have experienced increasing managerial interest in recent years. Although they received some attention the academic literature, extent which corporate presences within such environments can influence attitude toward brand and purchase intent real life remains unclear. Based on a survey conducted among 580 Second Life residents, we show that exposure flagship stores worlds positively influences associated intent. We furthermore user's experience (shopping frequency, spending per purchase) gratification derived from use of their purchases significant moderating effect these relationships. Our results are theoretical importance provide empirical evidence for spill-over effects between help develop recommendations optim...