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Article
CHARACTERISTICS OF VIRTUAL EXPERIENCE IN ELECTRONIC COMMERCE: A PROTOCOL ANALYSIS.
Department of Marketing
  • Terry Daugherty, The University of Akron
Document Type
Article
Publication Date
10-1-2001
Abstract
This protocol analysis examines the content of virtual experience in e-commerce, as concurrently verbalized by a sample of 30 participants while interacting with four 3-D products. Thirteen different types of psychological activities were observed and classified into five characteristics of virtual experience: active process, presence, involvement, enjoyment, and affordances. As a result, virtual experience is vivid, involving, active, affective psychological states occurring in an individual interacting with 3-D computer simulations. The study anchors the position of virtual experience on the spectrum of consumer experience with design implications in e-commerce discussed.
Citation Information
Terry Daugherty. "CHARACTERISTICS OF VIRTUAL EXPERIENCE IN ELECTRONIC COMMERCE: A PROTOCOL ANALYSIS." Vol. 15 (2001) p. 13 - 30
Available at: http://works.bepress.com/terry_daugherty/44/