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首页> 外文期刊>International Journal of Internet Marketing and Advertising >Need for cognition: understanding the influence of individual differences on virtual product experiences
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Need for cognition: understanding the influence of individual differences on virtual product experiences

机译：认知需求：了解个体差异对虚拟产品体验的影响

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摘要

Three-Dimensional (3D) product visualisation has been conceptualised as a new form of virtual product experience that enables consumers to simulate consumption experiences online. Virtual experience has most notably been characterised as imitating direct experience because of interactive user-control which allows consumers to alter, freely rotate, zoom-in or out and examine in detail products online. Current research in this area, however, has predominantly focused on understanding the technology with very little work exploring the impact of information processing styles. Therefore, in a laboratory experiment (n = 120) the influence of individual characteristics Need for Cognition (NFC) and product experience on brand attitude was examined. The results indicate that consumers high in NFC report more favourable brand attitudes during virtual experience evaluations than from direct experience.
机译：三维（3D）产品可视化已被概念化为一种虚拟产品体验的新形式，使消费者能够在线模拟消费体验。由于交互式用户控制，虚拟体验最典型的特征是模仿直接体验，从而使消费者可以在线更改，自由旋转，放大或缩小并详细检查产品。但是，当前在该领域的研究主要集中在了解该技术上，而很少进行探索信息处理方式的影响的工作。因此，在实验室实验（n = 120）中，研究了个体需求“认知需求”（NFC）和产品体验对品牌态度的影响。结果表明，NFC较高的消费者在虚拟体验评估期间报告的品牌态度要好于直接体验。

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