Enhancing brand equity through flow and telepresence: A comparison of 2D and 3D virtual worlds

MIS Quarterly: Management Information Systems

Volumn 35, Issue 3, 2011, Pages 731-747

  Nah, Fiona Fui Hoon ^a   Eschenbrenner, Brenda ^b   DeWester, David ^a  

^a UNIVERSITY OF NEBRASKA LINCOLN   (United States)

^b UNIVERSITY OF NEBRASKA AT KEARNEY   (United States)

Author keywords

2D; 3D; Behavioral intention; Brand equity; Enjoyment; Flow; Telepresence; Virtual worlds

Indexed keywords

INTERACTIVE COMPUTER GRAPHICS; MARKETING; VIRTUAL REALITY; VISUAL COMMUNICATION;

BEHAVIORAL INTENTION; BRAND EQUITY; ENJOYMENT; FLOW; TELEPRESENCE; VIRTUAL WORLDS;

THREE DIMENSIONAL COMPUTER GRAPHICS;

EID: 80051707012     PISSN: 02767783     EISSN: None     Source Type: Journal    
DOI: 10.2307/23042806     Document Type: Article

References (93)

1. Aaker, D. A. 1991. Managing Brand Equity, New York: The Free Press.
2. Aaker, D. A. 1996. "Measuring Brand Equity Across Products and Markets," California Management Review (38:3), pp.102-120.
3. Agarwal, R., and Karahanna, E. 2000. "Time Flies When You Are Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage," MIS Quarterly (24:4), pp. 665-694.
4. Allen, D. G., Mahto, R. V., and Otondo, R. F. 2007. "Web-Based Recruitment: Effects of Information, Organizational Brand, and Attitudes Toward a Web Site on Applicant Attraction," Journal of Applied Psychology (92:6), pp. 1696-1708.
5. Alpcan, T., Bauchkhage, C., and Kotsovinos, E. 2007. "Towards 3D Internet: Why, What, and How?," in Proceedings of the International Conference on Cyberworlds, October 24-26, pp. 95-99.
6. Arakji, R. Y., and Lang, K. R. 2007. "The Virtual Cathedral and the Virtual Bazaar," DATA BASE for Advances in Information Systems (38:4), pp. 33-39.
7. Arakji, R. Y., and Lang, K. R. 2008. "Avatar Business Value Analysis: A Method for the Evaluation of Business Value Creation in Virtual Commerce," Journal of Electronic Commerce (9:3), pp. 207-218.
8. Barnes, S. 2007. "Virtual Worlds as a Medium for Advertising," DATA BASE for Advances in Information Systems (38:4), pp. 45-55.
9. Barnes, S., and Mattsson, J. 2008. "Brand Value in Virtual Worlds: An Axiological Approach," Journal of Electronic Commerce (9:3), pp. 195-206.
10. Baron, R. S. 1986. "Distraction-Conflict Theory: Progress and Problems," in Advances in Experimental Social Psychology, L. Berkowitz (ed.), New York: Academic Press, pp. 1-40.
11. Bentler, P. M. 1990. "Comparative Fit Indexes in Structural Models," Psychological Bulletin (107:2), pp. 238-246.
12. Biocca, F. 1997. "Cyborg's Dilemma: Progressive Embodiment in Virtual Environments," Journal of Computer-Mediated Environment (3:2) (http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.1997.tb00070.x/full).
13. Brandon, J. 2007. "The Top Eight Corporate Sites in Second Life," Computerworld, May 2 (http://www.computerworld.com/s/article/ 9018238/The-top-eight-corporate-sites-in-Second-Life).
14. Browne, M. W., and Cudeck, R. 1993. "Alternative Ways of Assessing Model Fit," in Testing Structural Equation Models, M. A. Bollen and J. S. Long (eds.), Newbury Park, CA: Sage Publications, pp. 136-162.
15. Capps, B. 2007. "How to Succeed in Second Life," Advertising Age (78:22), p. 6.
16. Chen, H. 2006. "Flow on the Net-Detecting Web Users' Positive Affects and Their Flow States," Computers in Human Behavior (22:2), pp. 221-233. (Pubitemid 41563026)
17. Chen, H., Wigand R. T., and Nilan, M. 2000. "Exploring Web Users' Optimal Flow Experiences," Information Technology & People (13:4), pp. 263-281.
18. Coyle, J. R., and Thorson, E. 2001. "The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites," Journal of Advertising (30:3), pp. 65-77.
19. Csikszentmihalyi, M. 1975. "Play and Intrinsic Rewards," Journal of Humanistic Psychology (15:3), pp. 41-63.
20. Csikszentmihalyi, M. 1977. Beyond Boredom and Anxiety, San Francisco: Jossey-Bass.
21. Csikszentmihalyi, M. 1991. Flow: The Psychology of Optimal Experience, New York: Harper & Row.
22. Csikszentmihalyi, M. 1993. The Evolving Self: A Psychology for the Third Millennium, New York: Harper Collins.
23. Csikszentmihalyi, M. 1996. Creativity: Flow and the Psychology of Discovery and Invention, New York: HarperCollins.
24. Csikszentmihalyi, M. 1997. "Happiness and Creativity: Going With the Flow," Futurist (31:5), pp. 8-12.
25. Csikszentmihalyi, M. 1998. Flow: The Psychology of Engagement with Everyday Life, New York: HarperCollins.
26. Csikszentmihalyi, M., and Csikszentmihalyi, I. S. 1988. Optimal Experience: Psychological Studies of Flow in Consciousness, New York: Cambridge University Press.
27. Davis, A. Murphy, J., Owens, D., Khazanchi, D., and Zigurs, I. 2009. "Avatars, People, and Virtual Worlds: Foundations for Research in Metaverses," Journal of Association for Information Systems (10:2), pp. 90-117.
28. Drengner, J., Gaus, H., and Jahn, S. 2008. "Does Flow Influence the Brand Image in Event Marketing," Journal of Advertising Research (48:1), pp. 138-147.
29. Eschenbrenner, B., Nah, F., and Siau, K. 2008. "3-D Virtual Worlds in Education: Applications, Benefits, Issues, and Opportunities," Journal of Database Management (19:4), pp. 91-110.
30. Fetscherin, M., and Lattemann, C. 2008. "User Acceptance of Virtual Worlds," Journal of Electronic Commerce Research (9:3), pp. 231-242.
31. Finneran, C. M., and Zhang, P. 2005. "Flow in Computer-Mediated Environments: Promises and Challenges," Communications of the Association for Information Systems (15:1/4), pp. 82-101.
32. Fornell, C., and Bookstein, F. L. 1982. "Two Structural Equation Models: LISREL and PLS Applied to Consumer Exit-Voice Theory," Journal of Marketing (19:4), pp. 440-452.
33. Fredrickson, B. L. 1998. "What Good are Positive Emotions," Review of General Psychology (2:3), pp. 300-319. (Pubitemid 128608317)
34. Fredrickson, B. L. 2001. "The Role of Positive Emotions in Positive Psychology," American Psychologist (56:3), pp. 218-226.
35. Fredrickson, B. L., and Branigan, C. 2005. "Positive Emotions Broaden the Scope of Attention and Thought-Action Repertoires," Cognition and Emotion (19:3), pp. 313-332. (Pubitemid 40542863)
36. Fuller, J., Hans, M., Kurt, M., and Gregor, J. 2010. "Consumer Empowerment through Internet-Based Co-creation," Journal of Management Information Systems (26:3), pp. 71-102.
37. Ghani, J. A., and Deshpande, S. P. 1994. "Task Characteristics and the Experience of Optimal Flow in Human-Computer Interaction," The Journal of Psychology (128:4), pp. 381-391.
38. Goel, L., and Mousavidin, E. 2007. "vCRM: Virtual Customer Relationship Management," DATA BASE for Advances in Information Systems (38:4), pp. 56-60.
39. Gupta, S., and Kim, H. 2007. "The Moderating Effect of Transaction Experience on the Decision Calculus in On-Line Repurchase." International Journal of Electronic Commerce (12:1), pp. 127-158.
40. Haenlein, M., and Kaplan, A. M. 2009. "Flagship Brand Stores Within Virtual Worlds: The Impact of Virtual Store Exposure on Real-Life Attitude Toward the Brand and Purchase Intent," Recherche et Applications en Marketing (English Edition) (24:3), pp. 57-79.
41. Hecht, D., and Reiner, M. 2007. "Field Dependency and the Sense of Object-Presence in Haptic Virtual Environments," Cyber Psychology & Behavior (10:2), pp. 243-251. (Pubitemid 46789697)
42. Held, R. M., and Durlach, N. I. 1992. "Telepresence," Presence: Teleoperators & Virtual Environments (1:1), pp. 109-112.
43. Hoffman, D. L., and Novak, T. P. 1996. "Marketing in Hypermedia Computer-Mediated Environment," Journal of Marketing (60:3), pp. 50-68.
44. th International Conference on Information Systems, Phoenix, AZ, December 14-18, Paper 106.
45. Huang, M.-H. 2003. "Designing Website Attributes to Induce Experiential Encounters," Computers in Human Behavior (19:4), pp. 425-442.
46. Ives, B., and Junglas, I. 2008. "APC Forum: Business Implications of Virtual Worlds and Serious Gaming," MIS Quarterly Executive (7:3), pp. 151-156.
47. Jana, R. 2006. "Starwood Hotels Explore Second Life First," Business Week, August 23 (http://www.businessweek.com/innovate/content/aug2006/ id20060823-925270.htm).
48. Jiang, Z., and Benbasat, I. 2004. "Virtual Product Experience: Effects of Visual and Functional Control of Products on Perceived Diagnosticity and Flow in Electronic Shopping," Journal of Management Information Systems (21:3), pp. 111-148.
49. Keller, K. L. 1993. "Conceptualizing, Measuring, and Managing Customer Brand Equity," Journal of Marketing (57:1), pp. 1-30.
50. Keller, K. L. 1998. Strategic Brand Management: Building, Measuring and Managing Brand Equity, Upper Saddle River, NJ: Prentice Hall.
51. Kim, K., and Biocca, F. 1997. "Telepresence via Television: Two Dimensions of Telepresence May Have Different Connections to Memory and Persuasion," Journal of Computer-Mediated Communication (3:2) (http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.1997.tb00073.x/full).
52. Klein, L. R. 2003. "Creating Virtual Product Experiences: The Role of Telepresence," Journal of Interactive Marketing (17:1), pp. 41-55. (Pubitemid 38582761)
53. Kline, R. B. 2005. Principles and Practice of Structural Equation Modeling, New York: The Guilford Press.
54. Koufaris, M. 2002. "Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior," Information Systems Research (13:2), pp. 205-223.
55. LaMonica, M. 2007. "IBM: Like the Web, Virtual Worlds Will Become Business Friendly," CNet.com, June 15 (http://www.news.com/8301-10784-3- 9730042-7.html).
56. Lee, K. M. 2004. "Why Presence Occurs: Evolutionary Psychology, Media Equation, and Presence," Presence: Teleoperators & Virtual Environments (13:4), pp. 494-505. (Pubitemid 39307021)
57. Lee, S. M., and Chen, L. 2010. "The Impact of Flow on Online Consumer Behavior," Journal of Computer Information Systems (50:4), pp. 1-10.
58. Leggatt, H. 2007. "Second Life Citizens Want Engaging Marketing and Brands," BizReport, March 29 (http://www.bizreport.com/2007/03/second-life- citizens-want-engaging-marketing-and-brands.html).
59. Li, H., Daugherty, T., and Biocca, F. 2002. "Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence," Journal of Advertising (31:3), pp. 43-57.
60. Li, H., Daugherty, T., and Biocca, F. 2003. "The Role of Virtual Experience on Consumer Learning," Journal of Consumer Psychology (13:4), pp. 395-407. (Pubitemid 37550792)
61. Lok, B. C. 2004. "Toward the Merging of Real and Virtual Spaces," Communications of the ACM (47:8), pp. 48-53.
62. Lombard, M., and Ditton, T. 1997. "At the Heart of It All: The Concept of Presence," Journal of Computer Mediated Communication (3:2) (http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.1997.tb00072.x/full).
63. Lui, T.-W., Piccoli, G., and Ives, B. 2007. "Marketing Strategies in Virtual Worlds," DATA BASE for Advances in Information Systems (38:4), pp. 77-80.
64. McDowell, W., and Sutherland, J. 2000. "Choice Versus Chance: Using Brand Equity Theory to Explore TV Audience Lead-in Effects, a Case Study," The Journal of Media Economics (13:4), pp. 233-247.
65. McLuhan, M. 1964. Understanding Media: The Extensions of Man, New York: Penguin.
66. Mennecke, B. E., Triplett, J., Hassall, L. M., Jordan, Z., and Heer, R. 2011. "An Examination of a Theory of Embodied Social Presence in Virtual Worlds," Decision Sciences (42:2), pp. 413-450.
67. Muller, D., Atzeni, T., and Butera, F. 2004. "Coaction and Upward Social Comparison Reduce the Illusory Conjunction Effect: Support for Distraction-Conflict Theory," Journal of Experimental Psychology (40:5), pp. 659-665. (Pubitemid 39659334)
68. Mummalaneni V. 2005. An Empirical Investigation of Web Site Characteristics, Consumer Emotional States and On-line Shopping Behaviors," Journal of Business Research (58:4), 526-532. (Pubitemid 40071301)
69. th ed.), Los Angeles: Muthén & Muthén.
70. Nah, F., Eschenbrenner, B., DeWester, D., and Park, S. 2010. "Impact of Flow and Brand Equity in 3D Virtual Worlds," Journal of Database Management (21:3), pp. 69-89.
71. th Hawaii International Conference on System Sciences, Los Alamitos, CA: IEEE Computer Society Press.
72. Novak, T. P., Hoffman, D., and Yung, Y. 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science (19:1), pp. 22-44.
73. Pace, S. 2004. "A Grounded Theory of the Flow Experiences of Web Users," International Journal of Human-Computer Studies (60:3), pp. 327-363.
74. Pappu, R., Quester, P. G., and Cooksey, R. W. 2005. "Consumer- Based Brand Equity: Improving the Measurement-Empirical Evidence," Journal of Product and Brand Management (14:3), pp. 143-154. (Pubitemid 40906626)
75. Park, S., Nah, F., DeWester, D., Eschenbrenner, B., and Jeon, S. 2008. "Virtual World Affordances: Enhancing Brand Value," Journal of Virtual Worlds Research (1:2), pp. 1-18.
76. Reid, D. 2004. "A Model of Playfulness and Flow in Virtual Reality Interactions," Presence: Teleoperators & Virtual Environments (13:4), pp. 451-462. (Pubitemid 39308935)
77. Riva, G., Mantovani, F., Capideville, C. S., Preziosa, A., Morganti, F., Villani, D., Gaggioli, A., Botella, C., and Alcaniz, M. 2007. "Affective Interactions Using Virtual Reality: The Link Between Presence and Emotions," Cyber Psychology & Behavior (10:1), pp. 45-56. (Pubitemid 46389346)
78. Samli, A. C., and Fevrier, M. 2008. "Achieving and Managing Global Brand Equity: A Critical Analysis," Journal of Global Marketing (21:3), pp. 207-215.
79. Schwarz, J. 2006. "Bold New Opportunities in Virtual Worlds," iMedia Connection, March 10 (http://www.imediaconnection.com/content/8605.asp).
80. Shin, N. 2006. "Online Learner's 'Flow' Experience: An Empirical Study," British Journal of Educational Technology (37:5), pp. 705-720. (Pubitemid 44015166)
81. Siau, K., Nah, F., Mennecke, B., and Schiller, S. 2010. "Co-creation and Collaboration in a Virtual World: A 3D Visualization Design Project in Second Life," Journal of Database Management (21:4), pp. 1-13.
82. Skadberg, Y. X., and Kimmel, J. R. 2004. "Visitors' Flow Experience While Browsing a Web Site: Its Measurement, Contributing Factors and Consequences," Computers in Human Behavior (20:3), pp. 403-422.
83. Steuer, J. 1992. "Defining Virtual Reality: Dimensions Determining Telepresence," Journal of Communication (42:4), pp. 73-93.
84. Suh, K.-S., and Lee, Y. E. 2005. "The Effects of Virtual Learning on Consumer Learning: An Empirical Investigation," MIS Quarterly (29:4), pp. 673-697. (Pubitemid 44256827)
85. Sylaiou, S., Mania, K., Karoulis, A., and White, M. 2010. "Exploring the Relationship Between Presence and Enjoyment in a Virtual Museum," International Journal of Human-Computer Studies (68:5), pp. 243-253.
86. Taylor, S. A., Hunter, G. L., and Lindberg, D. L. 2007. "Understanding (Customer-Based) Brand Equity in Financial Services," Journal of Services Marketing (21:4), pp. 241-252.
87. Tractinsky, N., and Rao, V. S. 2001. "Incorporating Social Dimensions in Web-based Design," Human Systems Management (20:2), pp. 105-121. (Pubitemid 32784983)
88. Traum, M. J. 2007 "Second Life: A Virtual Universe for Real Engineering," Design News, October 21 (http://www.designnews.com/article/ 6322-Second-Life-A-Virtual-Universe-for-Real-Engineering.php).
89. Trevino, L. K., and Webster, J. 1992. "Flow in Computer-Mediated Communication," Communication Research (19:5), pp. 539-573.
90. Washburn, J. H., and Plank, R. E. 2002. "Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale," Journal of Marketing Theory and Practice (10:1), pp. 46-61.
91. Yoo, B., and Donthu, N. 2001. "Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale," Journal of Business Research (52:1), pp. 1-14. (Pubitemid 33623586)
92. Yoo, B., Donthu, N., and Lee, S. 2000. "An Examination of Selected Marketing Mix Elements and Brand Equity," Journal of the Academy of Marketing Science (28:2), pp. 195-211.
93. Zaman, M., Anadarajan, M., and Dai, Q. 2010. "Experiencing Flow with Instant Messaging and its Facilitating Role on Creative Behaviors," Computers in Human Behavior (26:5), pp. 1009-1018.