Flow and Attitude Toward the Website on the Evaluation of Products Present By Means of Virtual Reality: a Conceptual Model

Eva Tomaseti, Polytechnic University of Cartagena, Spain
Salvador Ruiz, University of Murcia, Spain
Nina Reynolds, Bradford University, UK
The website represents the future of a company’s business communications on the Internet, since it allows supplying large amount of information as well as creating virtual experiences with the product. In this context, virtual reality constitutes a technology which provides users with realistic and interactive virtual environments. In this paper, based on the five groups of models, we analyze the effect of virtual reality presentations, by means of interactivity and richness, on flow and attitude toward the website, and the subsequent effect of those variables on online product evaluation.
[ to cite ]:
Eva Tomaseti, Salvador Ruiz, and Nina Reynolds (2009) ,"Flow and Attitude Toward the Website on the Evaluation of Products Present By Means of Virtual Reality: a Conceptual Model", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 916-918.