stimulus (S) organism (O) response

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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.