Browse > Article
http://dx.doi.org/10.15722/jds.19.9.202109.41

Distributing data in Virtual-reality: factors influencing purchase intention of cutting tools  

JITKUSOLRUNGRUENG, Nitichai (Innovative Technology Management, Graduation School of Business and Advanced Technology Management, Assumption University)
VONGURAI, Rawin (Innovative Technology Management, Graduation School of Business and Advanced Technology Management, Assumption University)
Publication Information
Journal of Distribution Science / v.19, no.9, 2021 , pp. 41-52 More about this Journal
Abstract
Purpose: Virtual reality is a unique technology to distribute data and demonstrates user's understanding towards complex products. The objective of this research is to investigate the impact of virtual reality on real world purchase intention of automotive cutting tools in Thailand's exhibitions. Hence, the research framework was constructed by telepresence, perception narrative, authenticity, trustworthiness, functional value, aesthetics, and purchase intention. Research design, data and methodology: Samples were collected from 500 visitors who participated in the selected top two metalworking exhibitions. Mix sampling approach is applied by using non-probability sampling methods of purposive or judgmental sampling, quota sampling, and convenience sampling method, respectively to reach target samples. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were used to analyze and confirm goodness-of-fit of the model and hypothesis testing. Results: The results indicate that authenticity, functional value, and trustworthiness induced higher experiential value towards purchase intention. Those variables are stimulated by telepresence and perception narrative towards VR experience. Conclusions: Consumer's purchase intention towards VR experience on engineering cutting tools rely on consumer's sense of authenticity, trustworthiness, and functional value. Hence, marketing practitioners in automotive companies are encouraged to develop VR which focusing on significant factors to enhance consumers purchase intention.
Keywords
Virtual Reality; Data distribution; Automotive industry; Cutting tools; Purchase intention;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Biocca, F. (1997). The cyborg's dilemma: progressive embodiment in virtual environments. Journal of ComputerMediated Communication, 3(2), 12-26.
2 Afzali, M., & Ahmed, E. M. (2016). Exploring consumer doubt towards local new products innovation and purchase intention. World Journal of Entrepreneurship, Management and Sustainable Development, 12(1), 2-17.
3 Algharabat, R. S. (2014). Effects of visual control and graphical characteristics of 3D product presentations on perceived trust in electronic shopping. International Business Research, 7(7), 29.   DOI
4 Algharabat, R. S. (2018). The role of telepresence and user engagement in co-creation value and purchase intention: Online retail context. Journal of Internet Commerce, 17(3), 1-25. https://doi.org/10.1080/15332861.2017.1422667   DOI
5 Algharabat, R. S., & Zamil, A. M. A. (2013). An empirical investigation of 3D-based information systems success for online retailers. International Journal of Technology Marketing, 8(3), 316-336.   DOI
6 Algharabat, R., & Dennis, C. (2010). 3D product authenticity model for online retail: An invariance analysis. International Journal of Business Science & Applied Management 5, 14-30.
7 Aylett, R., & Louchart, S. (2003). Towards a narrative theory of virtual reality. Virtual Reality, 7(1), 2-9. https://doi.org/10.1007/s10055-003-0114-9   DOI
8 Heeter, C. (1992). Being there: the subjective experience of presence. Presence: Teleoperators and Virtual Environments, 1, 262-271.   DOI
9 Peng, Y., & Ke, D. (2015). Consumer trust in 3D virtual worlds and its impact on real world purchase intention. Nankai Business Review International, 6(4), 381-400. https://doi.org/10.1108/NBRI-03-2015-0009   DOI
10 Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological bulletin, 107(2), 238.   DOI
11 Heller, R. M. (2010). Telepresence a modern way for collaborative work. Hamburg Germany: Diplomica Verlag GmbH.
12 Holbrook, M. B. (1994). The nature of customer value: an axiology of services in the consumption experience. In R.T. Rust & R.L. Oliver (Eds), Service Quality: New Directions in Theory and Practice (pp. 21-71). Thousand Oaks, CA: Sage.
13 Vespa, P. (2005). Robotic telepresence in the intensive care unit. Critical Care, 9(4), 319. https://doi.org/10.1186/cc3743   DOI
14 Junglas, I. A., Johnson, N. A., Steel, D. J., Abraham, D. C., & Loughlin, P. M. (2007). Identity formation, learning styles and trust in virtual worlds. ACM SIGMIS Database, 38(4), 90.   DOI
15 Huang, T. L., & Hsu Liu, F. (2014). Formation of augmentedreality interactive technology's persuasive effects from the perspective of experiential value. Internet Research, 24(1), 82-109.   DOI
16 Hung, C. C., Su, M. J., & Zhuang, W. L. (2016). The Effect of Exhibitors' Brand Equity on Visitors' Purchase Decision: Moderating Role of Exhibition's Competitive Intensity. Journal of Economics and Behavioral Studies, 8(3), 75-86.   DOI
17 Jasmi, M. F., & Mohamad, N. H. N. (2016). Roles of Public art in Malaysian urban landscape towards improving quality of life: between aesthetic and functional value. Procedia-Social and Behavioral Sciences, 222, 872-880.   DOI
18 Kang, H. J., Shin, J. H., & Ponto, K. (2020). How 3D virtual reality stores can shape consumer purchase decisions: the roles of informativeness and playfulness. Journal of Interactive Marketing, 49, 70-85. https://doi.org/10.1016/j.intmar.2019.07.002   DOI
19 Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9), 919-925. https://doi.org/10.1016/j.jbusres.2009.05.014   DOI
20 Montoya-Weiss, M. M., Voss, G. B., & Grewal, D. (2003). Determinants of online channel use and overall satisfaction with a relational, multichannel service provider. Journal of the Academy of Marketing Science, 31(4), 448-458.   DOI
21 Ramlall, I. (2016). Applied structural equation modelling for researchers and practitioners: Using R and Stata for behavioural research. West Yorkshire, England: Emerald Group Publishing Limited.
22 Ou, C. X., Pavlou, P. A., & Davison, R. (2014). Swift Guanxi in online marketplaces: the role of computer-mediated communication technologies. MIS Quarterly, 38(1), 209-230.   DOI
23 Park, J. O. (2013). The effects of private brand value on brand trust, brand attitude and brand loyalty. Journal of Digital Convergence, 11(8), 159-173.   DOI
24 Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9(4), 263-274.   DOI
25 Ramlall, I. (2017). Applied Structural Equation Modelling for Researchers and Practitioners, Using R and Stata for Behavioral Research. West Yorkshire, England: Emerald Group Publishing Limited.
26 Comrey, A. L., & Lee, H. B. (2013). A first course in factor analysis. New York: Psychology Press.
27 Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 78(1), 51-60.   DOI
28 Curvelo, I., Watanabe, E., & Alfinito, S. (2019). Purchase intention of organic food under the influence of attributes, consumer trust and perceived value. Revista de Gestao, 26(3), 198-211.   DOI
29 Dikko, M. (2016). Establishing Construct Validity and Reliability: Pilot Testing of a Qualitative Interview for Research in Takaful (Islamic Insurance). Qualitative Report, 21(3). 521-528.
30 Etikan, I., & Bala, K. (2017). Sampling and sampling methods. Biometrics & Biostatistics International Journal, 5(6), 00149.
31 Falconer, L. (2013). Situated learning in virtual simulations: Researching the authentic dimension in virtual worlds. Journal of Interactive Learning Research, 24(3), 285-300.
32 Gera, N., & Fatta, D. D. (2020). Determinants of consumer's buying behaviour for digital products in trade fair. International Journal of Business Excellence, 22(4), 542-563.   DOI
33 Hooper, D., Coughlan, J., & Mullen, M. R. (2008). Structural Equation Modelling: Guidelines for Determining Model Fit. The Electronic Journal of Business Research Methods, 6, 53-60.
34 Husic-Mehmedovic, M., Arslanagic-Kalajdzic, M., KadicMaglajlic, S., & Vajnberger, Z. (2017). Live. Eat. Love: life equilibrium as a driver of organic food purchase. British Food Journal, 119(7), 1415-1418. https://doi.org/10.1108/BFJ-07-2016-0343   DOI
35 Regenbrecht, H., & Schubert, T. (2002). Real and illusory interaction enhance presence in virtual environments. Presence: Teleoperators and Virtual Environments. Presence, 11, 425-434.   DOI
36 Regenbrecht, H., Schubert, T. W., & Friedmann, F. (1998). Measuring the sense of presence and its relations to fear of heights in virtual environments. International Journal of Human-Computer Interaction, 10, 233-249.   DOI
37 Suh, Y. I., Ahn, T., Lee, J. K., & Pedersen, P. M. (2015). Effect of trust and risk on purchase intentions in online secondary ticketing: sport consumers and ticket reselling. South African Journal for Research in Sport, Physical Education and Recreation, 37(2), 131-142.
38 Schreiber, J. B., Stage, F. K., King, J., Nora, A., & Barlow, E. A. (2006). Reporting Structural Equation Modeling and Confirmatory Factor Analysis Results: A Review. The Journal of Educational Research, 99(6), 323-338.   DOI
39 Sritanakorn, M., & Nuangjamnong, C. (2021). The factors affecting consumer traits, online marketing tools in impulsive buying behavior of online fashion stores, Bangkok Thailand. AU-GSB e-JOURNAL, 14(1), 3-16. https://doi.org/10.14456/augsbejr.2021.1   DOI
40 Stephenson, D. A., & Agapiou, J. S. (2018). Metal cutting theory and practice (3rd ed). Boca Raton, Florida: CRC press.
41 Sweeny, J. C., & Soutar, G. N. (2001). Customer perceived value: the development of a multiple item scale in hospitals. Problems and Perspectives in Management, 5(3), 252-268.
42 Swilley, E. (2012). Aesthetic technology: scale development and measurement. International Journal of Technology Marketing, 7(3), 324-341.   DOI
43 Tabachnick, B. & Fidell, L. (2013). Using multivariate statistics. Boston: Pearson Education.
44 Sakvanichkul, P., & Jaroenwisan, K. (2020). A Study of the Efficiency of Logistic Services in Machine Tools and Metalworking Technology Exhibition. Dusit Thani College Journal, 14(2), 290-306.
45 Lertkornkitja, A., Jittithavorn, C., & Madhyamapurush, W. (2021). Innovative Exhibition Management of Enterprises in Bangkok. Psychology and Education Journal, 58(2), 2400-2413. https://doi.org/10.17762/pae.v58i2.2406   DOI
46 Kaplan, D. (2000). Structural equation modeling: Foundation and extensions. Thousand Oaks, CA: Sage Publications.
47 Karjalainen, T. M., & Snelders, D. (2010). Designing visual recognition for the brand. Journal of Product Innovation Management, 27(1), 6-22.   DOI
48 Kirillova, K., & Chan, J. (2018). What is beautiful we book": hotel visual appeal and expected service quality. International Journal of Contemporary Hospitality Management, 30(3), 1788-1807. https://doi.org/10.1108/IJCHM-07-2017-0408   DOI
49 Lamb, R., Lin, J., & Firestone, J. B. (2020). Virtual Reality Laboratories: A Way Forward for Schools?. EURASIA Journal of Mathematics, Science and Technology Education, 16(6), em1856. https://doi.org/10.29333/ejmste/8206   DOI
50 Lee, W. J. (2020). Use of Immersive Virtual Technology in Consumer Retailing and Its Effects to Consumer. Distribution Science Research, 18(2), 515. https://doi.org/10.15722/JDS.18.2.2202002.5   DOI
51 Lhalloubi, J. & Ibnchahid, F. (2020). Do resilience and work engagement enhance distribution manager performance? A study of the automotive sector. Distribution Science Research, 18(7), 5-17. https://doi.org/10.15722/JDS.18.7.202007.5   DOI
52 Ludlow, B. (2015). Virtual reality: emerging applications and future directions. Rural Special Education Quarterly, 34(3), 3-10.   DOI
53 Chatman, S. (1978). Story and Discourse: Narrative Structure in Fiction and Film. Ithaca, NY: Cornell University press.
54 Lee, K. M., Park, N., & Jin, S. (2006). Narrative and interactivity in computer games. In P. Vorderer, P. & J. Bryant (Eds.), Playing Video Games: Motives, Responses, and Consequence (pp. 259-274). Mahwah, NJ: Lawrence Erlbaum Associates.
55 Natalya, V., Lee, J. W., & Cho, J. W. (2020). Determinants of Private Label's Purchase Intention in the Korean Market. Distribution Science Research, 18(10), 121-130. https://doi.org/10.15722/JDS.18.10.202010.121   DOI
56 Schermelleh-Engel, K., Moosbrugger, H., & Muller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of psychological research online, 8(2), 23-74.
57 Chitturi, R. (2018). Design, emotions, and willingness to pay. In R. Varadarajan & S. Jayachandran (Eds.), Innovation and Strategy (pp. 205-228). West Yorkshire, England: Emerald Group Publishing.
58 Blackburn, S. (2005). The Oxford Dictionary of Philosophy. Oxford, England: Oxford University Press.
59 Brown, D., Julier, S., Baillot, Y., & Livingston, M. A. (2003). An event-based data distribution mechanism for collaborative mobile augmented reality and virtual environments. In IEEE Virtual Reality, 2003. Proceedings, 23-29.
60 Pettit, P. (2004). Trust, Reliance and the Internet. Analyse & Kritik, 26(1), 108-121. https://doi.org/10.1017/CBO9780511498725.010   DOI
61 Suraraksa, J., & Shin, K. S. (2019). Comparative analysis of factors for supplier selection and monitoring: The case of the automotive industry in Thailand. Sustainability, 11(4), 981. https://doi.org/10.3390/su11040981   DOI
62 Toufani, S., Stanton, J., & Chikweche, T. (2017). The importance of aesthetics on customers' intentions to purchase smartphones. Marketing Intelligence & Planning, 35(3), 316-338. https://doi.org/10.1108/MIP-12-2015-0230   DOI
63 Vongurai, R. (2021). Factors Influencing Experiential Value Toward Using Cosmetic AR Try-on Feature in Thailand. Distribution Science Research, 19(1), 75-87. https://doi.org/10.15722/JDS.19.1.202101.75   DOI
64 Wang, J., & Hsu, Y. (2019). Does Sustainable Perceived Value Play a Key Role in the Purchase Intention Driven by Product Aesthetics? Taking Smartwatch as an Example. Sustainability, 11(23), 6806.   DOI
65 Wang, Y., Cruthirds, K., Axinn, C., & Guo, C. (2013). In search of aesthetics in consumer marketing: An examination of aesthetic stimuli from the philosophy of art and the psychology of art. Academy of Marketing Studies Journal, 17(2), 37-55.
66 Watanabe, E. A. D. M., Alfinito, S., Curvelo, I. C. G., & Hamza, K. M. (2020). Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers. British Food Journal, 122(4), 1070-1184.   DOI
67 Garrouch, K., & Timoulali, E. (2020). Mobile shopping intentions: Do trustworthiness and culture Matter? Distribution Science Research, 18(11), 69-77. https://doi.org/10.15722/JDS.18.11.202011.69   DOI
68 Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. In K. A. Bollen & J. S. Long (Eds.), Testing structural equation models (pp. 136-162). Newbury Park, CA: Sage.
69 Brunner, C., Jungen, S., & Esch, F. (2016). Impact of symbolic product design on brand evaluations. Journal of Product & Brand Management, 25(3), 307-320.   DOI
70 Fiske, S. T. (1993). Social cognition and social perception. Annual Review of Psychology, 44, 155-194.   DOI
71 Gilmore, J. H., & Pine, J. (2007). Authenticity: What consumers really want. Boston, MA: Harvard Business School Press.
72 Chauvet, G. (2015). Coupling methods for multistage sampling. Annals of Statistics, 43, 2484-2506.   DOI
73 Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism management, 31(5), 637-651. https://doi.org/10.1016/j.tourman.2009.07.003   DOI
74 Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction. Journal of Consumer Research, 20(3), 451-466.   DOI
75 Wu, S. L., & Hsu, C. P. (2018). Role of authenticity in massively multiplayer online role playing games (MMORPGs): Determinants of virtual item purchase intention. Journal of Business Research, 92, 242-249.   DOI
76 Zeithaml, V. (1988). Consumer perceptions of price quality, and value: A means-end model and synthesis of evidence. Journal of marketing, 52(1), 2-22.   DOI
77 Zimmermann, P. (2008). Virtual reality aided design. A survey of the use of VR in automotive industry. In Product Engineering (pp. 277-296). Dordrecht: Springer.
78 Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective (7th ed). London: Pearson Education.
79 Wen, T. C., & Noor, N. A. (2015). The importance of consumers' attitudes towards purchase intention of hybrid car in Malaysia. Academic Research International, 6(4). 111-122.
80 Haegele, J. A., & Hodge, S. R. (2015). Quantitative methodology: A guide for emerging physical education and adapted physical education researchers. The Physical Educator, 72(5).
81 Hair, J. F., Hollingsworth, C. L., Randolph, A. B., & Chong, A. Y. L. (2017). An updated and expanded assessment of PLS-SEM in information systems research. Industrial Management & Data Systems, 117(3), 442-458.   DOI
82 Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2006). Multivariate Data Analysis (6th ed.). Harlow, England: Pearson Education.