Does cultural economics affect country’s competitiveness?

Abstract

Customers may now learn about firms through virtual worlds on the internet, which integrate social and functional involvement. This opens up new marketing opportunities. This study examines how virtual interactions impact attitude formation and offline purchase intentions. It identifies three forms of channel congruence—perceived diagnosticity, self-image congruence, and behavioural consistency—that help explain the cross-channel effects. The investigation's findings demonstrate the existence of multichannel effects between offline and online brand experiences and purchase decisions. These effects depend on the degree to which the virtual purchasing experience is regarded as authentic and beneficial for assessment, shared self- concept with other brand users, and perceived behavioral consistency. It also examines how attitudes and offline buying intentions are shaped by virtual experiences. The study's findings imply that assessments of actual purchases are influenced by virtual brand encounters across a variety of media. These results are influenced by shared self-concept with other brand users, perceived behavioural consistency, and the degree to which the virtual shopping experience is thought to be truthful and beneficial for assessment. His study looks at how interaction and customer involvement affect the online shopping experience by combining Virtual Try-On technology, an application of image integrative technology, and the technology acceptance framework. In order to determine how the virtual trial of clothing qualities affects conative responses towards an apparel retail website, it aims to empirically evaluate the conceptual model. The conative response's antecedents (buy intention) have been empirically validated for 410 Indian internet users, particularly those belonging to the millennial cluster. The outcome highlights the significance of hedonic value, utilitarian value, and confidence in clothing fit in bolstering an online shopper's intention to buy. When consumers shop online, body image also plays a big role in influencing their intention to make a purchase. The present study validates the significance of a virtual trial in enhancing purchase intention inside the virtual marketplace. The findings of this investigation broaden our understanding of the effectiveness of Image The online digital market space's lack of firsthand experience knowledge restricts the electronic sales of clothing. Technological developments are intended to close this gap and enable virtual trails that will greatly impact customers' conative reactions. Image Interaction Technologies (IIT) make virtual experiences possible and provide customers the chance to "virtually" try on the clothing. In order to determine how the Virtual Try-On, one of the applications of IIT, of clothing qualities effects conative responses towards an apparel retail website, this study endeavour aims to empirically test the conceptual model. The conative response's antecedents (buy intention) have been empirically validated for 410 Indian internet users, particularly those belonging to the millennial cluster.

Keyword : Multichannel marketing, brand experience; virtual worlds; Second Life; channel congruency.