From"Online"to"Presence":The Impact of Metaverse-energized Hotel Online Product Displays on Customer Purchase Intention
The rapid development of information technology has enabled customers to understand and experi-ence product benefits online,making online product display an important marketing strategy in the hotel industry.With the advent of the Web 3.0 era,virtual reality technology has emerged as a new and popular online product dis-play method receiving widespread attention.Based on the situational cues theory and dual-system theory model,this paper uses three experiments to explore deeply the impact mechanism of hotel online product display on custom-er purchasing intentions.The experimental results indicate that compared with traditional methods of displaying with pictures and videos,virtual reality technology can significantly enhance customers'sense of social presence and perceived diagnosticity,thus significantly strengthening their intentions to purchase.At the same time,integrat-ing human or visually rich elements into the display can further enhance sense of social presence and perceived di-agnosticity.In addition,this effect is particularly significant for customers with a satisfactory decision-making style.The research conclusions enrich the relevant theoretical system of online product display and purchasing intentions,with a view to providing decision-making references for hotels to formulate online product display strategies.
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万方数据
