- E-ISSN2233-5382
- KCI
E-ISSN : 2233-5382
Moderating Effects of Mindset Types on the Relationship Between Experience and Perceived Quality in VR Contexts
BAE, Joonheui
KANG, Seungmook
Abstract
Purpose: This study investigates the moderating effect of mindset types on experience and perceived quality in virtual reality (VR) contexts and identify the relationships among mindset types, experience, perceived quality, attitude, and purchase. Research design, data and methodology: Using a survey, a total of 250 participants were recruited from South Korea. Participants were asked whether they have been VR users who had experienced VR before participating in the survey. We used the partial least squares method to test the hypotheses based on structural equation modeling. Results: The results show that experience, including spatial, reality, and sensory experiences, has positive effects on perceived quality. Additionally, the mindset moderates the relationship between experience and perceived quality such that consumers with experience are more likely to have greater perceived quality when they have a growth mindset compared to those with a fixed mindset. The VR context's perceived quality exerts positive effects on attitude toward the VR context, while attitude has positive effects on purchase intention. Conclusion: We suggest that the consumer's mindset might work as an essential moderating factor that influences the relationship between experience and perceived quality. Our findings can help marketers plan promotion strategies more effectively and cater to the different objectives of their contexts.
- keywords
- Mindset Types, Fixed Mindset, Growth Mindset, Experience, Perceived Quality, Virtual Reality (VR)
Reference
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
Armbrüster, M. Wolter, M., Kuhlen, T, Spijkers, W., & Fimm, B. (2008). Depth perception in Virtual Reality: Distance estimations in peri- and extrapersonal space. Cyberpsychology & Behavior, 11(1), 9-15.
Barcia, E., & Striuli, A. (1996). Quality as a measurement of customer perception and satisfaction in mobile TLC. Proceedings of International Conference on Communication Technology, ICCT '96 (pp. 400-403). Beijing, China: IEEE.
Beckman, E., Kumar, A., & Kim, Y-K. (2013). The impact of brand experience on downtown success. Journal of Travel Research, 52(5), 646-658.
Biocca, F. (1997). The cyborg’s dilemma: Progressive embodiment in virtual environments. Journal of Computer-Mediated Communication, 3(2), 1-29.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.
Bolton, R. N., & Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitudes. Journal of Marketing, 55(1), 1-9.
Brooks, R. C. (1957). “Word-of-Mouth” advertising in selling new products. Journal of Marketing, 22(2), 154-161.
Brown, J. J., & Reingen, P. H. (1987). Social ties and Word-of-Mouth referral behavior. Journal of Consumer Research, 14(3), 350-362.
Chalmers, A., Howard, D., & Moir, C. (2009). Real virtuality: a step change from virtual reality. In S. N. Spencer (Eds), SCCG '09 Proceedings of the 25th Spring Conference on Computer Graphics (pp. 9-16). Budmerice, Slovakia. New York, NY:ACM.
Cho, K., Merriënboer, B., Gulcehre, C., Bahdanau, D., Bougares, F., Schwenk, H., & Bengio, Y. (2014). Learning phrase representations using RNN encoder–decoder for statistical machine translation. Proceedings of the 2014 Conference on Empirical Methods in Natural Language Processing (EMNLP)(pp. 1724-1734). Doha, Qatar: Association for Computational Linguistics.
Choi, N-H., Wang, L., & Chen, C. (2018). Interaction effects of lay theories and failure type on adaptive versus compensatory consumption behavior. Journal of Industrial Distribution &Business, 9(7), 19-32.
Choi, Y. G., Ok, C. M., & Hyun, S. S. (2017). Relationships between brand experiences, personality traits, prestige, relationship quality, and loyalty: An empirical analysis of coffeehouse brands. International Journal of Contemporary Hospitality Management, 29(4), 1185-1202.
Ding, C. G., & Tseng, T. H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49(7/8), 994-1015.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effect of price, brand and store information on buyers’ product evaluations Journal of Marketing Research, 28(3), 307-319.
Edvardsson, B. (2005). Service quality: Beyond cognitive assessment. Managing Service Quality, 15(2), 127-131.
Eisingerich, A. B., & Bell, S. J. (2008). Customer education increases trust. MIT Sloan Management Review, 50(1), 10-11.
Ekinci, Y., Dawes, P. L., & Massey, G. R. (2008). An extended model of the antecedents and consequences of customer satisfaction for hospitality services. European Journal of Marketing, 42(1/2), 35–68.
Etzel, M. J. (1997). Internet Exercises in Marketing. New York, NY:Mc Graw-Hill.
Etzel, M. J., Walker, B. J., & Stanton, W. J. (2001). Marketing. New York, NY: McGraw-Hill.
Farag, S., Schwanen, T., Dijst, M., & Faber, J. (2007). Shopping online and/or in-store? A structural equation model of the relationships between e-shopping and in-store shopping. Transportation Research Part A: Policy and Practice, 41(2), 125-141.
Fazio, R. H., & Zanna, M. P. (1978). On the predictive validity of attitudes: the roles of direct experience and confidence. Journal of Personality, 46(2), 228-243.
Fazio, R. H., & Zanna, M. P. (1981). Direct experience and attitude- behavior consistency. In: Berkowitz Leonard, editor. Advances in experimental social psychology, 14. New York, NY: Academic Press, 161-202.
Francisco-Maffezzolli, E. C., Semprebon, E., & Prado, P. H. M.(2014). Construing loyalty through brand experience: The mediating role of brand relationship quality. Journal of Brand Management, 21(5), 446-458.
Freeman, J., Avons, S. E., Meddis, R., Pearson, D. E., & IJsselsteijn, W. (2000). Using behavioral realism to estimate presence: A study of the utility of postural responses to motion stimuli. Presence. Teleoperators and Virtual Environments, 9(2), 149-164.
Gale, B. T. (1994). Managing customer value: Creating quality and service that customers can see. New York, NY: The Free Press.
Griskevicius, V., Goldstein, N. J., Mortensen, C. R., Cialdini, R. B.,& Kenrick, D. T. (2006). Going along versus going alone:When fundamental motives facilitate strategic (non)conformity. Journal of Personality and Social Psychology, 91(2), 281–294
Japutra, A., & Molinillo, S. (2019). Responsible and active brand personality: On the relationships with brand experience and key relationship constructs. Journal of Business Research, 99, 464-471.
Kim, Y-M., Kireyeva, A. A., & Youn, M-K. (2014). Effects of SNS characteristics upon consumers’ awareness, purchase intention, and recommendation. Journal of Industrial Distribution &Business, 5(1), 27-37.
Klein, L. R. (2003). Creating virtual product experiences: The role of telepresence. Journal of Interactive Marketing, 17(1), 41-55.
Kober, S. E. & Neuper, C. (2013). Personality and presence in virtual reality: Does their relationship depend on the used presence measure? International Journal of Human-Computer Interaction, 29(1), 13–25.
Kotler, P. (1997). Marketing management: Analysis, planning, implementation, and control. 9th edition. Upper Saddle River, NJ: Prentice Hall.
Lee, H. Y., Qu, H., & Kim, Y. S. (2007). A study of the impact of personal innovativeness on online travel shopping behavior –A case study of Korean travelers. Tourism Management, 28(3), 886-897.
Lee, W-J. (2020). Use of immersive virtual technology in consumer retailing and its effects to consumer. Journal of Distribution Science, 18(2), 5-15.
Lee, Y-H., Heeter, C., Magerko, B., & Medler, B. (2012). Gaming mindsets: Implicit theories in serious game learning. Cyberpsychology, Behavior, and Social Networking, 15(4), 190-194.
Lewis, R. C., & Booms, B. H. (1983). The marketing aspects of service quality. In L. Berry, G. Shostack, and G. Upah, (Eds), Emerging Perspective on Service Marketing (pp. 99-107), Chicago, IL: American Marketing Association.
Lin, Y. H. (2015). Innovative brand experience's influence on brand equity and brand satisfaction. Journal of Business Research, 68(11), 2254-2259.
Martins, J., Gonçalves, R., Branco, F., Barbosa, L., Melo, M., & Bessa, M. (2017). A multisensory virtual experience model for thematic tourism: A port wine tourism application proposal. Journal of destination marketing & management, 6(2), 103-109.
Meyers-Levy, J., & Zhu, R. (2007). The influence of ceiling height:The effect of priming on the type of processing that people use. Journal of Consumer Research, 34(2), 174-186.
Nysveen, H., Pedersen, P. E., & Thorbjørnsen, H. (2005). Explaining intention to use mobile chat services: Moderating effects of gender. Journal of Consumer Marketing, 22(5), 247-256.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implication for future research (SERVQUAL). Journal of Marketing, 49(4), 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Pimentel, K., & Teixeira, K. (1994). Virtual Reality: Through the new looking glass. New York, NY: McGraw-Hill.
Reeves, B., & Nass, C. I. (1996). The media equation: How people treat computers, television, and new media like real people and places. New York, NY: Cambridge University Press.
Robles-De-La-Torre, G. (2006). The importance of the sense of touch in virtual and real environments. IEEE MultiMedia, 13(3), 24-30.
Roy, R., Akhtar, F., & Das, N. (2017). Entrepreneurial intention among science & technology students in India: Extending the theory of planned behavior. International Entrepreneurship and Management, 13, 1-29.
Saddik, A. E. (2007). The potential of haptics technologies. IEEE Instrumentation & Measurement Magazine, 10(1), 10-17.
Sasser, W. E., Olsen, R. P., & Wyckoff, D. D. (1978). Management of service operations: text, cases, and readings. Boston, MA:Allyn and Bacon.
Smith, R. E., & Swinyard, W. R. (1983). Attitude-behavior consistency: The impact of product trial versus advertising. Journal of Marketing Research, 20(3), 257-267.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66.
Steuer, J. (1992). Defining Virtual Reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73-93.
Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of Word of-Mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing, 73(5), 90-102.
Urban, W. (2010). Customers’ experiences as a factor affecting perceived service quality. Economics & Management, 15, 820–826.
Usoh, M., & Slater, M. (1995). An exploration of immersive virtual environments. Endeavour, 19(1), 34-38.
Wexelblat, A. (1993). Virtual Reality: Applications and explorations. Boston, MA: Academic Press.
Woodside, A. G., & Delozier, M. W. (1976). Effects of word of mouth advertising on consumer risk taking. Journal of Advertising, 5(4), 12-19.
Zarantonello, L., & Schmitt, B. H. (2013). The impact of event marketing on brand equity: The mediating roles of brand experience and brand attitude. International Journal of Advertising, 32(2), 225-280.
Zhang, M., & Dholakia, N. (2018). Conceptual framing of virtuality and virtual consumption research. Journal of Global Scholars of Marketing Science, 28(4), 305-319.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations