Measurement scales
| Factors/items | Factor loading | AVE | Cronbach’s α |
|---|---|---|---|
| Mental imagery | 0.81 | 0.94 | |
| The WebVR experiences contain helpful information that helps me imagine a wine trip | 0.89 | ||
| The WebVR experience brings to my mind some mental images of wine tourism | 0.87 | ||
| The WebVR experience helps me visualize an actual wine trip | 0.93 | ||
| The WebVR experience assists me in recalling some similar experiences | 0.91 | ||
| Drinking intent | 0.74 | 0.90 | |
| This WebVR experience evoked my desire to drink wine | 0.87 | ||
| I would like to drink a glass of wine after watching this WebVR wine experience | 0.87 | ||
| This WebVR experience increases my desire of wine consumption | 0.84 | ||
| Memorable experience | 0.90 | ||
| It is memorable because I enjoyed this WebVR experience | 0.86 | ||
| I have a good impression on this WebVR experience | 0.83 | ||
| I feel this WebVR experience extended my worldview | 0.90 | ||
| It is a memorable experience because I am interested in this WebVR form of presentation | 0.89 | ||
| Destination visit intention. | 0.82 | 0.93 | |
| This WebVR experience evoked my desire to go to this destination for fun | 0.93 | ||
| I would like to go to this place after participating this WebVR experience | 0.89 | ||
| The WebVR experience increase my desire of visiting this destination | 0.91 | ||
| Wine knowledges | 0.88 | 0.96 | |
| I am confident in my wine knowledge | 0.93 | ||
| Among my friends, I am a wine expert | 0.95 | ||
| I know more about wine than others do | 0.95 | ||
| Video quality | 0.64 | 0.87 | |
| Graphical quality | 0.78 | ||
| Audio quality | 0.83 | ||
| Content quality | 0.80 | ||
| Overall quality | 0.80 |
| Factors/items | Factor loading | AVE | Cronbach’s α |
|---|---|---|---|
| 0.81 | 0.94 | ||
| The WebVR experiences contain helpful information that helps me imagine a wine trip | 0.89 | ||
| The WebVR experience brings to my mind some mental images of wine tourism | 0.87 | ||
| The WebVR experience helps me visualize an actual wine trip | 0.93 | ||
| The WebVR experience assists me in recalling some similar experiences | 0.91 | ||
| 0.74 | 0.90 | ||
| This WebVR experience evoked my desire to drink wine | 0.87 | ||
| I would like to drink a glass of wine after watching this WebVR wine experience | 0.87 | ||
| This WebVR experience increases my desire of wine consumption | 0.84 | ||
| 0.90 | |||
| It is memorable because I enjoyed this WebVR experience | 0.86 | ||
| I have a good impression on this WebVR experience | 0.83 | ||
| I feel this WebVR experience extended my worldview | 0.90 | ||
| It is a memorable experience because I am interested in this WebVR form of presentation | 0.89 | ||
| 0.82 | 0.93 | ||
| This WebVR experience evoked my desire to go to this destination for fun | 0.93 | ||
| I would like to go to this place after participating this WebVR experience | 0.89 | ||
| The WebVR experience increase my desire of visiting this destination | 0.91 | ||
| 0.88 | 0.96 | ||
| I am confident in my wine knowledge | 0.93 | ||
| Among my friends, I am a wine expert | 0.95 | ||
| I know more about wine than others do | 0.95 | ||
| 0.64 | 0.87 | ||
| Graphical quality | 0.78 | ||
| Audio quality | 0.83 | ||
| Content quality | 0.80 | ||
| Overall quality | 0.80 |