从“在线”到“在场”——元宇宙赋能酒店在线商品展示对顾客购买意愿的影响

From“Online”to“Presence”:The Impact of Metaverse-energized Hotel Online Product Displays on Customer Purchase Intention

信息技术的快速发展使顾客能够线上了解和体验商品利益,线上商品展示已成为酒店业重要的营销策略。随着Web 3.0时代的迈进,虚拟现实技术作为一种新兴的在线商品展示方式受到了广泛关注。文章基于情境线索理论和双系统理论模型,通过三项实验深入探讨了酒店在线商品展示对顾客购买意愿的影响机制。实验结果表明,与传统的图片和视频展示方式相比,虚拟现实技术能够显著提高顾客的社会临场感和感知诊断性,从而显著增强其购买意愿。同时,展示方式中融入人类或富有视觉元素的情境能进一步增强社会临场感和感知诊断性。此外,对于满意型决策风格的顾客,这种影响尤为显著。研究结论丰富了在线商品展示与购买意愿的相关理论体系,以期为酒店制定在线商品展示策略提供决策参考。

The rapid development of information technology has enabled customers to understand and experience product benefits online,making online product display an important marketing strategy in the hotel industry.With the advent of the Web 3.0 era,virtual reality technology has emerged as a new and popular online product display method receiving widespread attention.Based on the situational cues theory and dual-system theory model,this paper uses three experiments to explore deeply the impact mechanism of hotel online product display on customer purchasing intentions.The experimental results indicate that compared with traditional methods of displaying with pictures and videos,virtual reality technology can significantly enhance customers’sense of social presence and perceived diagnosticity,thus significantly strengthening their intentions to purchase.At the same time,integrating human or visually rich elements into the display can further enhance sense of social presence and perceived diagnosticity.In addition,this effect is particularly significant for customers with a satisfactory decision-making style.The research conclusions enrich the relevant theoretical system of online product display and purchasing intentions,with a view to providing decision-making references for hotels to formulate online product display strategies.