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How real are virtual experiences?

How real are virtual experiences? This paper aims to explore the virtual experience to understand its components and its effects on consumers’ real world.Design/methodology/approachOur approach relies on a rarely used projective method: “Album-on-Line” (AOL). This technique allows identifying consumers’ representations of their experience. It uses images to immerse participants in a virtual experience and to lead an individual reflection, then a group reflection.FindingsVirtual experiences have utilitarian, hedonic, psychological and social dimensions. When immersing in virtual experiences, consumers’ perception and consumption of products and services change. A projection occurs leading to an identification to virtual characters. This projection also leads to a consumption aiming at finding back the excitement and challenge lived during virtual experiences.Research limitations/implicationsThe main limitation of this research relates with the fuzzy distinction between the virtual and the electronic in consumers’ minds and even in the literature. Future work should propose a multidisciplinary definition of the virtual experience, considering its specificities and components.Practical implicationsThis research offers companies a better understanding of consumers’ motivations to live virtual experiences. It may bring insights on how to provide a more customized offering and a more adapted communication.Originality/valueCompared to previous work, the present research offers a better understanding of the components of online and offline virtual experiences by considering the virtual in its broadest meaning. The use of the AOL technique enabled a closer look at the specificities of the virtual experience as perceived by consumers. It was also possible to explore the “post-experience” stage by understanding the effect of virtual experiences on consumers’ perceptions and consumptions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

How real are virtual experiences?

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References (119)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0309-0566
DOI
10.1108/ejm-10-2017-0776
Publisher site
See Article on Publisher Site

Abstract

This paper aims to explore the virtual experience to understand its components and its effects on consumers’ real world.Design/methodology/approachOur approach relies on a rarely used projective method: “Album-on-Line” (AOL). This technique allows identifying consumers’ representations of their experience. It uses images to immerse participants in a virtual experience and to lead an individual reflection, then a group reflection.FindingsVirtual experiences have utilitarian, hedonic, psychological and social dimensions. When immersing in virtual experiences, consumers’ perception and consumption of products and services change. A projection occurs leading to an identification to virtual characters. This projection also leads to a consumption aiming at finding back the excitement and challenge lived during virtual experiences.Research limitations/implicationsThe main limitation of this research relates with the fuzzy distinction between the virtual and the electronic in consumers’ minds and even in the literature. Future work should propose a multidisciplinary definition of the virtual experience, considering its specificities and components.Practical implicationsThis research offers companies a better understanding of consumers’ motivations to live virtual experiences. It may bring insights on how to provide a more customized offering and a more adapted communication.Originality/valueCompared to previous work, the present research offers a better understanding of the components of online and offline virtual experiences by considering the virtual in its broadest meaning. The use of the AOL technique enabled a closer look at the specificities of the virtual experience as perceived by consumers. It was also possible to explore the “post-experience” stage by understanding the effect of virtual experiences on consumers’ perceptions and consumptions.

Journal

European Journal of Marketing – Emerald Publishing

Published: Sep 12, 2019

Keywords: Consumer behaviour; Projective techniques; Virtual reality; Album-on-Line; Virtual experiences

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