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Keywords: VR immersion
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Journal Articles
Impact of virtual reality immersion on customer experience: moderating effect of cross-sensory compensation and social interaction
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2024) 36 (1): 26–47.
Published: 03 July 2023
... that (1) VR immersion has a significant positive impact on perception of authenticity, which in turn acts on customers' virtual tourism experience. (2) In addition, social interaction strengthens the relationship between VR immersion and customers' perception of authenticity. (3) The cross-sensory...
Includes: Supplementary data
