Virtual wine tours and wine tasting: The influence of offline and online embodiment integration on wine purchase decisions
By Han Wen, Xi Y. Leung. 2021
144 citations recorded by the source corpus.
Abstract Applying the theory of embodied cognition as the research framework, the purpose of the current study was to explore the influence of virtual wine tours on young consumers' wine sensory experience and purchasing behaviors. A lab tasting experiment was conducted to compare the influence of a VR video with that of a traditional video featuring a vineyard and winery tour. Results indicated that the VR wine tour video evoked higher intentions to purchase and willingness to pay than the traditional video. Consumers with higher levels of wine knowledge appreciated the video presence and the tastes/aromas of the wine more than consumers with lower levels of wine knowledge. Combined with the taste/finish of the wine, video presence mediated the relationships between video types and consumers' purchase behaviors, revealing that the integration of offline and online embodiments makes a difference in consumers’ purchasing decisions. Recommendations were then provided based on these results.
Subfields: Plant Science, Sensory Systems, Tourism, Leisure and Hospitality Management
View Paper: https://www.semanticscholar.org/paper/cb81c776ffcf4b0befb0dc2f8123d3d2b4a3b04c
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In Sensory Systems
In Tourism, Leisure and Hospitality Management
Citations in the corpus
- Shaping the Metaverse into Reality: A Holistic Multidisciplinary Understanding of Opportunities, Challenges, and Avenues for Future Investigation (2023, background): “92,93 Accordingly, the metaverse has the potential to rival or exceed the experiential value of traditional shopping, resulting in higher sales and consumer satisfaction.”