• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Research >Virtual reality and its impact on B2B marketing: A value-in-use perspective
【24h】

Virtual reality and its impact on B2B marketing: A value-in-use perspective

机译：虚拟现实及其对B2B营销的影响：使用价值的视角

获取原文
获取原文并翻译 | 示例
       
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

The opportunities virtual reality provides for B2B marketing are increasingly recognized by the trade press in discussions of interesting examples from early adopters like GE, Siemens and Airbus. However, while there is growing recognition of its promise and potential, the specific impact of virtual reality on B2B marketing remains an unexplored research area. This paper provides an early theoretical consideration of the topic by developing a framework and offering propositions that describe the impact of virtual reality on B2B buyer perceptions of value-in-use during the post-purchase stage of the buyer's purchase journey. The paper also considers the moderating impact of several aspects of buyer-supplier relationships, including knowledge complexity, social complexity and task complexity, on virtual reality's contribution to value-in-use perceptions. The discussion provides B2B marketing scholars with several directions for future research and makes several recommendations for B2B marketers interested in leveraging the opportunities presented by virtual reality.
机译：贸易委员会在GE，西门子和空中客车等早期采用者的讨论中越来越认识到B2B营销的机会虚拟现实。然而，虽然存在对其承诺和潜力的认可，但虚拟现实对B2B营销的具体影响仍然是一个未开发的研究区。本文通过制定框架和提供了描述虚拟现实对B2B买方的采购旅程的购房阶段的利用价值的影响的影响，提供了对该主题的早期理论思考。本文还考虑了买方供应商关系的多个方面的调节影响，包括知识复杂性，社会复杂性和任务复杂性，对虚拟现实对利用价值感知的贡献。该讨论为B2B营销学者提供了几个方向，以便将来的研究，为有兴趣利用虚拟现实提供的机会的B2B营销人员提供了几项建议。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号