Imagination Versus Telepresence: Consumer Patronage Intention Toward Peer-to-Peer Accommodations in Photo-Enhanced Imaginative Conditions and Virtual Reality Contexts
比较了虚拟现实和照片增强想象条件两种在线预览模式对消费者预订点对点住宿的影响，发现通过认知和情感参与提升评价和惠顾意向，且效果受住宿类型与广告信息类型调节。
The use of information and communication technology, such as virtual reality (VR) and photo-enhanced imaginative condition (PIC), in the online previews of peer-to-peer accommodations at the pre-reservation stage has become a common phenomenon. However, previous research has not systematically compared the impact of these two preview modes on accommodation reservations or the psychological mechanism and moderators of the impact. We combined duality theories and the technology-enabled engagement process model to establish that a VR/PIC preview enhances consumers’ appraisal and their intention to patronize P2P accommodations through cognitive and affective engagement. Furthermore, the VR/PIC preview’s effect on patronage intention was found to be influenced by the motivation for consumer reservation: consumers form a positive appraisal when the target accommodation type (comfortable vs. economical) matches the preview mode (PIC vs. VR). Finally, the message appeal emphasis (informational vs. emotional) of advertising was found to moderate the effect of the VR/PIC preview.