Virtual Experiential Marketing on Online Customer Intentions and Loyalty

@article{Chen2008VirtualEM,
  title={Virtual Experiential Marketing on Online Customer Intentions and Loyalty},
  author={Jashen Chen and Russell K. H. Ching and Margaret Meiling Luo and Chu-Chi Liu},
  journal={Proceedings of the 41st Annual Hawaii International Conference on System Sciences (HICSS 2008)},
  year={2008},
  pages={271-271}
}
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 (VEM). This study examines the relationship of five VEM elements on customer browse and purchase intentions and loyalty, and the moderating effects of shopping orientation and Internet experience on these relationships. A survey was conducted of customers who… CONTINUE READING

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