Enhancing brand equity through flow and telepresence: A comparison of 2D and 3D virtual worlds

• Main Authors: NAH, Fiona Fui-hoon, ESCHENBRENNER, B., DEWESTER, D.
• 格式: text
• 語言: English
• 出版: Institutional Knowledge at Singapore Management University 2011
• 主題: Virtual worlds; telepresence; flow; enjoyment; brand equity; behav; Databases and Information Systems
• 在線閱讀: https://ink.library.smu.edu.sg/sis_research/9517; https://ink.library.smu.edu.sg/context/sis_research/article/10517/viewcontent/Enhancing_Brand_Equity_Through_Flow_and_Telepresence__A_Comparison_of_2D_and_3D_Virtual_Worlds.pdf

This research uses theories of flow, telepresence, positive emotions, and brand equity to examine the effect of using two-dimensional versus three-dimensional virtual world environments on telepresence, enjoyment, brand equity, and behavioral intention. The findings suggest that the 3D virtual world...