A better cognitive imagination of a travel product ... H5a: ⦠increases the booking probability. H5b: ⦠speeds up decision making. H5c: ⦠increases the booking ...
stimulus (S)
organism (O)
response (R)
H6
H7a-e
telepresence H8a
H2
activating processes
emotion motivation involvement
H4 purchase
VR experience H8b H3
cognitive processes H10b
information processing perception cognitive imagination
H10a H11a-e
technology acceptance
H1a-c
H5
purchasing probability time to decision turnover booking of more expensive products booking of additional services customer satisfaction customer retention
Hypotheses Direct effects VR experience/turnover H1a: VR exposure increases the booking probability. H1b: VR exposure speeds up the booking decision. H1c: VR exposure tool increases the turnover in the respective sales process. Indirect effects H2: VR exposure increases emotional activation in comparison to personal sales without the VR tool. H3: VR exposure improves the cognitive imagination of a travel product. A higher level of activation … H4a: … increases the booking probability. H4b: … speeds up decision making. H4c: … increases the booking of additional services. H4d: … increases customer satisfaction. H4e: … increases increases customer retention. A better cognitive imagination of a travel product ... H5a: … increases the booking probability. H5b: … speeds up decision making. H5c: … increases the booking of additional services. H5d: … increases customer satisfaction. H5e: … increases increases customer retention. H6: The VR tool makes customers feel like if they experience the destination in advance.
Telepresence positively influences H7a: … the booking probability. H7b: … the time to decision making. H7c: … the booking of additional services. H7d: … customer satisfaction. H7e: … increases customer retention. H8a: The higher the degree of telepresence, the more increases activation (and the other way around?). H8b: The higher the degree of telepresence, the better the mental picture of a travel product (and the other way around?). (possibly reciprocal effect?) H10a: The higher the degree of technology acceptance, the higher the activation. H10b: The higher the degree of technology acceptance, the higher the cognitive imagination of a travel product. Technology acceptance positively influences H11a: … the booking probability. H11b: … the time to decision making. H11c: … the booking of additional services. H11d: … customer satisfaction. H11e: … increases customer retention.
