The impact of telepresence in an online ad on forming attitudes towards the product: The relevance of the traditional experiential approach

Debbabi, Sana; Baile, Serge; Garets, Véronique Des; Roehrich, Gilles

doi:10.1177/2051570713487480

Cited by 3 publications

(5 citation statements)

References 96 publications

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“…Furthermore, participants with higher telepresence level were found to have more positive attitudes towards the dress and greater purchase intentions when using AR as compared to the participants with low telepresence level. This finding adds to the existing literature (Debbabi et al , 2013; Kim et al , 2017; Suh and Chang, 2006) of how varying levels of telepresence affect attitudes towards the product and purchase intentions from the apparel field's point-of–view.…”

Section: Discussionsupporting

confidence: 57%

Evaluating garments in augmented reality when shopping online

Baytar

Chung

Shin

2020

JFMM

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PurposeAugmented Reality (AR) integrates computer-generated images to a physical environment in real-time. Online apparel shopping presents some product-related risks, as consumers can neither physically see and touch the products nor try them on. The present study examined whether AR conveys reliable apparel product information in terms of fit, size, and product performance; and how AR affects attitudes toward apparel and purchase intentions when shopping online.Design/methodology/approachThis research was designed as a within-subject quasi-experimental study using repeated measures in two conditions: virtual try-on using the AR technology vs. physical try-on. A scenario was developed to help participants imagine themselves shopping online for a specific dress.FindingsResults indicated that size and color of dresses were conveyed accurately when utilizing AR as compared to physical try-on. Visual attributes such as style, garment details, and coordination with other items were found to be satisfactorily predicted when AR was employed. Overall, attitudes towards both AR and real dress, and purchase intentions were favorable. Participants with higher telepresence levels were found to have more positive attitudes towards the dress and greater purchase intentions when using AR as compared to the participants with low telepresence levels.Research limitations/implicationsOur findings implied that AR can provide enough information especially for garment sizes and visual characteristics when making purchase decisions. AR technology can be instrumental in introducing a certain style, building positive attitudes towards products, and driving sales, when the consumers perceive a certain level of “being there”. This study was limited to female students in North America. Also, because a single stimulus was used, the results cannot be generalized to other stimuli.Originality/valueOur study findings showed that participants were able to select the right garment size by using AR. The average ratings for visual characteristics such as style and detail were above the neutral level when using AR; indicating that participants can understand visual attributes in AR when shopping online. Moreover, in the AR condition participants with higher telepresence levels had higher attitudes towards the garment and purchase intentions as compared to the participants with low telepresence. AR can be instrumental for online apparel shopping. Retailers need to understand the potentials of these technologies and work with technology developers to enhance consumers' experiences.

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Section: Discussionsupporting

confidence: 57%

Evaluating garments in augmented reality when shopping online

Baytar

Chung

Shin

2020

JFMM

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“…Cauberghe et al [13] focused on the impact of perceived interactivity during commercial breaks, and Yim et al [85] manipulated the vividness of a television advertisement by adding another dimension of depth. Studies about digital or online advertisements [15,21,22,39,44,46,54] and integrated forms of advertising [33,59,67] have also reported positive effects that were attributed to elevated levels of spatial presence.…”

Section: Spatial Presence and Persuasive Effectsmentioning

confidence: 99%

The influence of cybersickness and the media devices’ mobility on the persuasive effects of 360° commercials

Breves

Dodel

2021

Multimed Tools Appl

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With the rise of immersive media, advertisers have started to use 360° commercials to engage and persuade consumers. Two experiments were conducted to address research gaps and to validate the positive impact of 360° commercials in realistic settings. The first study (N = 62) compared the effects of 360° commercials using either a mobile cardboard head-mounted display (HMD) or a laptop. This experiment was conducted in the participants’ living rooms and incorporated individual feelings of cybersickness as a moderator. The participants who experienced the 360° commercial with the HMD reported higher spatial presence and product evaluation, but their purchase intentions were only increased when their reported cybersickness was low. The second experiment (N = 197) was conducted online and analyzed the impact of 360° commercials that were experienced with mobile (smartphone/tablet) or static (laptop/desktop) devices instead of HMDs. The positive effects of omnidirectional videos were stronger when participants used mobile devices.

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“…This feeling can create the experience between the players and the products (virtually) and create an enjoyment and persuasion as the main goal of advergame (Lombard and Snyder-duch, 2001;Bracken and Skalski, 2010). In marketing literature, the direct experience with the product has a greater influence on the attitudes and belief of consumers compared to the indirect experiences (such as advertising or mouth-to-mouth information) (Debbabi et al, 2013). Actually, advergame is similar to the indirect experience as this experience is obtained through media.…”

Section: Presence Advergame Attitudes and Brand Attitudesmentioning

confidence: 99%

“…However, the developing of technology allows this virtual experience looks like real and enables the players as having interaction with the products/brands in the advergame (Hughes et al, 2002). If the virtual experiences with the products are perceived as a pleasure, it leads to creating positive attitudes towards the advergame and the brand integrated into the advergame (Debbabi et al, 2013;Grigorovici, 2003;Molesworth, 2006). Thereby, the hypotheses proposed are:…”

Section: Presence Advergame Attitudes and Brand Attitudesmentioning

confidence: 99%

“…Prior studies relating to the effect of presence on attitude and behaviour show various result. However, those studies more concern on teenagers, adult and media such as online advertising (as in Debbabi et al, 2013), web marketing (as in Coyle and Thorson, 2001), etc. A sense of presence in advergame in the context of children has not been appearing to be the case of those mentioned studies.…”

Section: Introductionmentioning

confidence: 99%

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Children and advergame: the role of presence, flow and persuasion knowledge

Soebandhi

Hartini

Gunawan

2018

IJEB

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Entertainment offered in advergame can make it difficult for children to understand the message conveyed. Therefore, further investigation on its effectiveness as marketing tool is needed. In this study, we analyse the role of presence, flow, and persuasion knowledge on children's attitudes and intention to buy product advertised in the advergame. Two hundred 10-12-year-old children from public and private schools in Jakarta and Surabaya have participated in this study. The results show that presence has a positive impact on advergame attitude. The prediction stating that flow has a positive impact on advergame and brand attitude is not proven. The increasing persuasion knowledge only shows the impact on brand attitude. Advergame attitude shows a positive impact on brand attitude and not in purchase intention; whereas brand attitude shows a positive impact on children's intention to buy. Based on the findings, suggestions concerning future research and managerial implications are proposed.

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The impact of telepresence in an online ad on forming attitudes towards the product: The relevance of the traditional experiential approach

Cited by 3 publications

References 96 publications

Evaluating garments in augmented reality when shopping online

Evaluating garments in augmented reality when shopping online

The influence of cybersickness and the media devices’ mobility on the persuasive effects of 360° commercials

Children and advergame: the role of presence, flow and persuasion knowledge

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