The Effect Of Virtual Experiential Marketing Towards Purchase Intention Of Electronic Product In Indonesia (Case Study: Lazada): Proceeding The 3rd Bandung Creative Movement (BCM) 2016

Nalal Muna

Informasi Umum

Kode

16.24.086

Klasifikasi

381.1 - Marketing channels

Jenis

E-Article

Subjek

Marketing Channels

No. Rak

Tel-U Bandung - Gedung Manterawu Lantai 5 : Rak 9b
Tel-U Purwokerto : Rak 5

Dilihat

367 kali

Informasi Lainnya

Abstraksi

Online shopping trend has revolutionized in-store experience into virtual experience. Lazada is the largest online retailer company that hits the highest selling on electronic product. Electronic product is categorized as shopping goods where consumer has high involvement in pre-purchasing stage. Therefore, website design that has the ability to surrogate the real world experience will have competitive advantage especially for online retailer. The objective of this research is to examine the effect of Virtual Experiential Marketing that consist of five dimension (Sense, Flow, Pleasure, Interaction, Community) towards purchase intention of electronic product on Lazada’s website. There are 96 respondents collected via questionnaire survey and analyzed using Partial Least Square (PLS). The result shows that designing website that leverage VEM is important to enhance vivid, involving, active, affective state that induce emotional attachment for purchase intention.

Keywords: Virtual experiential marketing, Purchase intention, Electronic products, e-commerce, Website