Journal
TOURISM MANAGEMENT
Volume 83, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.tourman.2020.104250
Keywords
Virtual reality; Wine tourism; Wine sensory experience; Offline embodiment; Online embodiment; Willingness to pay; Purchase intention
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The study explored the influence of virtual wine tours on young consumers' purchasing behaviors and sensory experience, using embodied cognition theory as the research framework. Results showed that the VR wine tour video evoked higher intentions to purchase and willingness to pay compared to the traditional video. Consumers with higher levels of wine knowledge appreciated the video presence and the tastes/aromas of the wine more than consumers with lower levels of wine knowledge.
Applying the theory of embodied cognition as the research framework, the purpose of the current study was to explore the influence of virtual wine tours on young consumers' wine sensory experience and purchasing behaviors. A lab tasting experiment was conducted to compare the influence of a VR video with that of a traditional video featuring a vineyard and winery tour. Results indicated that the VR wine tour video evoked higher intentions to purchase and willingness to pay than the traditional video. Consumers with higher levels of wine knowledge appreciated the video presence and the tastes/aromas of the wine more than consumers with lower levels of wine knowledge. Combined with the taste/finish of the wine, video presence mediated the relationships between video types and consumers' purchase behaviors, revealing that the integration of offline and online embodiments makes a difference in consumers' purchasing decisions. Recommendations were then provided based on these results.
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