An examination of the effects of virtual experiential marketing on online customer intentions and loyalty

Abstract

This study examines the relationship between five virtual experiential marketing (VEM) elements (sense, interaction, pleasure, flow, community relationship) and customer browse and purchase intentions and loyalty and the moderating effects between the VEM elements and customer intentions. To test the proposed model, a survey was conducted of customers who frequently visited two online games stores to simulate online shopping and experiential marketing. The results suggest that a business engaged in VEM should focus its web atmospherics on leveraging three of the VEM elements and facilitating the price and convenience motives of consumers to create an emotional attachment to browsing.

Keywords:

• virtual experiential marketing
• browse intention
• purchase intention
• customer loyalty
• customer orientation
• internet usage
• online gaming