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首页> 外文期刊>Journal of Business Research >'Too true to be good?' when virtual reality decreases interest in actual reality
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'Too true to be good?' when virtual reality decreases interest in actual reality

机译：'太好了吗？“当虚拟现实降低对实际现实的兴趣时

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摘要

Virtual Reality (VR) technologies enable marketers to design websites that simulate experiential consumption (e.g., museum visits, leisure travel) closely. While the motivation for employing VR-style websites is to attract people to consume the experience in real life, we proposed and found that VR-style (vs. traditional) websites may dissuade them from future consumption (Study 1). We argued that perceived similarity between virtual and real experiences mediates this negative effect. Study 2 suggested that because peoples enduring involvement with a product determines their ability to discriminate well between episodes of product experience, it causes variation in both perceived similarity and consumption intention, with the former mediating the latter. Study 3 showed that this negative effect reversed in experiences in which perceived similarity was low. Study 4 demonstrated that this negative effect disappeared when perceived similarity is irrelevant to the consumption decision, for example, when the decision is whether or not to recommend the experience to a friend.
机译：虚拟现实（VR）技术使营销人员能够设计模拟体验消费（例如，博物馆访问，休闲旅行）的网站。虽然雇用VR样式网站的动机是吸引人们消耗现实生活中的经验，我们提出并发现VR样式（VS.传统）网站可能劝阻他们未来的消费（研究1）。我们认为虚拟和真实经验之间的相似性介导这种负面影响。研究表明，由于人们持久参与产品决定了它们在产品经验剧集之间区分的能力，因此它导致了对所谓的相似性和消费意图的变化，前者调解后者。研究3表明，这种负面影响在感知相似性低的经验中逆转。研究4证明，当感知相似度与消费决定无关时，这种负面影响消失，例如，当决定是向朋友推荐经验时。

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