The Effects of Virtual Reality on Consumer Learning: An Empirical Investigation

By Kil-Soo Suh, Young Eun Lee. MIS Q., 2005

494 citations recorded by the source corpus.

Subfields: Cognitive Neuroscience, Experimental and Cognitive Psychology, Human-Computer Interaction

View Paper: https://www.semanticscholar.org/paper/801c17090ff48fd46f52f74eff6cb6c1114c5e81

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In Cognitive Neuroscience

In Experimental and Cognitive Psychology

In Human-Computer Interaction

Citations in the corpus

“Too true to be good?” when virtual reality decreases interest in actual reality (2019, unknown): “For example, Suh and Lee (2005) showed that, compared to a traditional website, VR-style websites increased consumers' knowledge of the product, and led to more favorable attitudes and purchase intentions.”
The effect of information presentation modes on tourists’ responses in Internet marketing: the moderating role of emotions (2017, background): “Suh and Lee (2005) found that compared with static interfaces, VR interfaces had superior effects on consumers’ actual product knowledge, perceived product knowledge,”
The Effects of Presentation Formats and Task Complexity on Online Consumers' Product Understanding (2007, background): “Task Complexity Manipulation Jiang and Benbasat (2005) and Suh and Lee (2005) have suggested that VPE can be effectively applied only to some products that contain experiential attributes, which are suitable for current VPE technologies.”
Determinants of FDI in BRICS Countries: A panel analysis (2008, methodology): “3D Product Visualisation in the Immersive and Non-Immersive VR VR terminologies enter the vocabulary with the emergence of IVR devices, such as head-mounted display, which allow users to interact with virtual environments and to visualise different objects (Suh and Lee, 2005).”
New realities: a systematic literature review on virtual reality and augmented reality in tourism research (2019, unknown): “Similarly, Suh and Lee (2005) found that particularly for products requiring vision and hearing for inspection, consumer learning improved when using a VR interface.”
Co-Creation in Virtual Worlds: The Design of the User Experience (2011, background): “Influenced by interactivity and media richness (e.g., Steuer 1992), virtual worlds can increase telepresence (Suh and Lee 2005).”
The impact of live video streaming on online purchase intention (2020, methodology): “However, LVS is the ideal method of providing a better virtual experience for online products, as it allows customers to simulate ‘sensing’ the product, thus decreasing the physical separation between customers and products (Suh & Lee, 2005).”