THE EFFECT OF VIRTUAL EXPERIENTIAL MARKETING ON BEHAVIORAL INTENTIONS


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Authors

  • Nilay KÖLEOĞLU Çanakkale Onsekiz Mart University
  • Hale ÇOLAKOĞLU Çanakkale Onsekiz Mart University

Keywords:

Regression Analysis, Virtual Experiential Marketing, Behavioral Intention

Abstract

In today's postmodern world, consumers decide on the products and services not only for functional
utilities but also for experiences which they will obtain from products and services. As a result of
technological advances, the virtual reality enters into our lives, hence consumer experience created
via the virtual reality is gaining importance. Advances in information and web technologies have
open numerous opportunities for online retailing. The pervasiveness of the Internet coupled with the
keenness in competition among online retailers has led to virtual experiential marketing. Behavioral
intentions include attitudes of customers to feedback on purchase experiences. This attitudes
encounter re-purchasing intention, word of mouth intention, more payment intention, complaint
intention etc. In this context the aim of the study is examine the effect of the virtual experiential
marketing on the behavioral intentions of consumers. Data was obtained by the questionnaire method.
The results of the study showed that there is a meaningful and positive relationship between virtual
experiential marketing and behavioral intentions.

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Published

2018-02-20

How to Cite

KÖLEOĞLU, N., & ÇOLAKOĞLU, H. (2018). THE EFFECT OF VIRTUAL EXPERIENTIAL MARKETING ON BEHAVIORAL INTENTIONS. JOURNAL OF AWARENESS, 2(Special 3), 197–220. Retrieved from https://journals.gen.tr/index.php/joa/article/view/320

Issue

Vol. 2 No. Special 3 (2017)

Section

Research Articles

License

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