Mere virtual presence with product experience affects brand attitude and purchase intention

• Ching-Jui Keng

  National Taipei University of Technology

• Wen-Hua Chang

  National Taipei University of Technology

• Chin-Hua Chen

  National Taipei University of Technology

• Ya-Yi Chang

  National Taipei University of Technology

We investigated whether or not different contexts (mere virtual presence and mere virtual presence with product experience) led to different brand attitude and purchase intention. Participants were 193 users of an online brand community, and we employed a 2 (self- construal) × 2 (type of group) × 2 ( mere virtual presence and mere virtual presence with product experience) factorial experimental design. The results partly supported our predictions that in the context of mere virtual presence with product experience, consumers gained a more favorable brand attitude (nonsignificant) and stronger purchase intention (significant). In addition, self-construal and type of group moderated the relationship between brand attitude and purchase intention of mere virtual presence with product experience, which supports our hypotheses. Thus the 2 contexts of brand community satisfy consumers’ different levels of demand in regard to fan traits and others’ experience in using a product.

1. Ching-Jui Keng, National Taipei University of Technology
   Institute of Commerce Automation and Management
2. Wen-Hua Chang, National Taipei University of Technology
   Department of Institute Management
3. Chin-Hua Chen, National Taipei University of Technology
   College of Management and Graduate Institute of Industrial Management and Information Management
4. Ya-Yi Chang, National Taipei University of Technology
   Department of Business Management

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