The effects of sequential combinations of virtual experience, direct experience, and indirect experience: the moderating roles of need for touch and product involvement

Abstract

This study explored the effects of sequential combinations of consumer experiences. Four kinds of sequential combinations of consumer experiences were designed: exposing to escapist virtual experience preceding direct experience (VEescapist → DE), exposing to education virtual experience preceding direct experience (VEeducation → DE), exposing to escapist virtual experience preceding indirect experience (VEescapist → IDE), and exposing to education virtual experience preceding indirect experience (VEeducation → IDE). The results indicated that "VEescapist → IDE" produces the highest product knowledge and brand attitude; "VEescapist → DE" produces the lowest perceived risk. Additionally, the moderating roles of need for touch and product involvement also explored. For the high need for touch, "VEescapist → IDE" produces the highest product knowledge and "VEescapist → DE" produces the lowest perceived risk; for the high product involvement, "VEescapist → IDE" produces the highest product knowledge and brand attitude and "VEescapist → DE" produces the lowest perceived risk.