1 Ravi Vatrapu vatrapu@cbs.dk Marketing Strategies in Virtual Worlds Lui, T.-W., Piccoli, G., &...

1

Ravi Vatrapuvatrapu@cbs.dk

Marketing Strategies in Virtual WorldsLui, T.-W., Piccoli, G., & Ives, B. (2007). Marketing strategies in virtual worlds. SIGMIS Database, 38(4), 77-80.

Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22 Facebook: http://www.facebook.com/group.php?gid=133258548012

Etherpad: http://ietherpad.com/7y3drhMCnq

Thursday, 14-Apr-2011EB22: Online Marketing: Lecture 41

Auditorium 4, ITU, Copenhagen, Denmark

EMPIRICAL FINDINGS

Virtual Worlds Can:Enhance TelepresencePositively Influence

Product KnowledgeBrand AttitudePurchase Intention

Test Product Designs

2

TWO THEORIES

Cognitive Fit Theory

Media Richness Theory

3

COGNITIVE FIT THEORY

“Virtually high experiential products should have a stronger moderating effect on the impact of virtual reality”

“Moderating effects of product’s visual and auditory cues on the relationships between a virtual reality interface and product knowledge and purchase intention” (p. 78)

4

MEDIA RICHNESS THEORY

5

“According to media richness theory (Daft, Lengel, & Trevino, 1987), the richness of a medium depends on the medium's capacity for immediate feedback, the number of cues available, language variety; and personalization.

Hence, products and services that require communication between customers and companies, such as planning a trip or building a house, should have stronger moderating effects on the impact of virtual reality due to the capacity for immediate feedback, the availability of more cues and the ability to offer personalized interaction.” (p. 78)

VIRTUAL PRODUCT ATTRIBUTES

6

DISCUSSION

7