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L'immersion dans les environnements expérientiels en ligne : rôle des dispositifs de la réalité virtuelle

Abstract : This qualitative study is the first to validate immersion as a relevant concept to capture the essence of online commercial experiences. Our study also highlights the specificities of immersive experiences engendered by virtual reality applications available on commercial web sites. We identify the most important experiential components of e-commerce web sites using virtual reality devices (i.e. virtual agents and 3D décor). We finally shed some light on the influence of immersive experiences on the potential responses of the visitor towards the site, the brand and the product, in terms of cognitions, purchase intentions and relational behaviors. To conclude, we expose a conceptual model that subsumes the phenomenon of immersion in the context of online consumption experiences.
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https://halshs.archives-ouvertes.fr/halshs-00638648
Contributor : Pierre Volle <>
Submitted on : Sunday, November 6, 2011 - 6:20:41 PM
Last modification on : Friday, October 23, 2020 - 4:52:58 PM
Long-term archiving on: : Tuesday, February 7, 2012 - 2:22:49 AM

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Pierre Volle, Ahmed Anis Charfi. L'immersion dans les environnements expérientiels en ligne : rôle des dispositifs de la réalité virtuelle. 26ème Congrès International de l'Association Française du Marketing, Le Mans, 2010, France. pp.1-25. ⟨halshs-00638648⟩

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