Abstract

V-commerce is emerging as a promising technology for a new type of e-commerce application, which can address the critical need for integrating both social and technical aspects of online shopping. This research provides a theoretical framework to understand the antecedents and consequences of consumer attitudes toward v-commerce. Our framework extends the technology acceptance model (TAM) by incorporating immersion, enjoyment, trust and VR self-efficacy as potential antecedents; and consumers’ intention to purchase, intention to visit the company’s online and/or physical store and intention to recommend v-commerce to others as potential consequences. Furthermore, this research proposes that processing fluency, need for touch, propensity to trust and gender have a moderating effect on consumer attitudes toward v-commerce. Overall, the propositions derived from this study can help marketers identify and analyze the factors leading to the acceptance of v-commerce (and other future e-commerce technologies) among consumers. The study concludes with a discussion of theoretical and managerial implications for future research.

摘要

V-commerce作为一种新型的电子商务应用程序正在成为一种有前途的技术，它可以满足集成在线购物的社会和技术方面的关键需求。这项研究提供了一个理论框架，以了解消费者对v商务的态度的前因和后果。我们的框架通过将沉浸式，享受性，信任性和VR自我效能性纳入潜在的先行条件，扩展了技术接受模型（TAM）；以及消费者的购买意愿，访问公司的在线和/或实体商店的意愿以及向他人推荐虚拟商务的潜在后果。此外，这项研究提出，处理的流利程度，触摸需求，信任倾向和性别对消费者对v商务的态度有适度的影响。全面的，这项研究得出的命题可以帮助营销人员识别和分析导致消费者中接受v商务（以及其他未来电子商务技术）的因素。该研究以对未来研究的理论和管理意义的讨论作为结尾。