Customer immersion in virtual environment: an investigation of antecedents and outcomes

Customer immersion in virtual environment: an investigation of antecedents and outcomes.Customer immersion in virtual environment: an investigation of antecedents and outcomes.Customer immersion in virtual environment: an investigation of antecedents and outcomes.Customer immersion in virtual environment: an investigation of antecedents and outcomes.Customer immersion in virtual environment: an investigation of antecedents and outcomes.Customer immersion in virtual environment: an investigation of antecedents and outcomes.Customer immersion in virtual environment: an investigation of antecedents and outcomes.Customer immersion in virtual environment: an investigation of antecedents and outcomes.Customer immersion in virtual environment: an investigation of antecedents and outcomes.Customer immersion in virtual environment: an investigation of antecedents and outcomes.Customer immersion in virtual environment: an investigation of antecedents and outcomes.

1 MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY VÕ KIM NHẠN CUSTOMER IMMERSION IN VIRTUAL ENVIRONMENT: AN INVESTIGATION OF ANTECEDENTS AND OUTCOMES DISSERTATION OF BUSINESS DOCTOR Ho Chi Minh City – 2022 MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY CUSTOMER IMMERSION IN VIRTUAL ENVIRONMENT: AN INVESTIGATION OF ANTECEDENTS AND OUTCOMES Major: Business administration ID : 9340101 DISSERTATION OF BUSINESS DOCTOR Academic advisors: Assoc Prof Dr LÊ NHẬT HẠNH Prof JULIAN MING-SUNG CHENG Ho Chi Minh City – 2022 i DECLARATION OF AUTHENTICITY Vo Kim Nhan, the author of this dissertation, herewith declares that any content in this work is on my own and contains no material prior published except references I hereby declare that I have written the dissertation independently and valuable help described in the acknowledgments I also declare that the study was been tested for plagiarized content by Turnitin software Võ Kim Nhạn ii AUTHOR’S PUBLICATIONS RELATED TO THE DISSERTATION Publications on the international journals: 1.Vo Kim Nhan et al., (2022) Immersive experience and customer responses towards mobile augmented reality applications: The moderating role of technology anxiety Cogent Business & Management (Scopus, Q2), 9(1), 2063778 Vo Kim Nhan et al., (2022) A conceptual model for studying mobile augmented reality applications-enhanced immersive experience Heliyon (SSCI, Scopus, Q1), 8(8), e10141 Publications on the international conferences: 3.Vo Kim Nhan (2022) The application of augmented reality applications in studying customer’s immersive experience in Vietnam 2022 International Joint Conference on Management, Economics and Finance Vo Kim Nhan et al (2020) Customers’ immersive emotions in virtual environment as powerful marketing tools in tourism sector Proceedings of The first international Conference in Economics & Business, Can Tho University Vo Kim Nhan et al (2019) A powerful tools in the era of technological advancement: how to enhance tourist’ immersive emotions The International Tourism Conference “Sustainable tourism development: Lessons learned for South East Asian countries” Publications on JABES journal: Nhạn, V.K (2022), "Công nghệ thực tế ảo tăng cường có phải cơng cụ hiệu bối cảnh khơng? Vai trị trải nghiệm đắm chìm", Tạp chí Nghiên cứu Kinh tế Kinh doanh Châu Á(JABES), Vol 33 No iii ACKNOWLEDGMENTS I remember that the first period to become a Ph.D student at the University of Economics Ho Chi Minh City (UEH), Vietnam I only have a passion to read new things from updated papers, even though I could not distinguish which are highquality journals from others Firstly and foremost, I would like to express my deepest gratitude to my enthusiastic supervisors, Associate professor Dr Lê Nhật Hạnh and Prof Julian Ming-Sung Cheng, spending their time and valuable guidance to help me to be better It is clear that this dissertation would be difficult to complete without their valuable help and assistance Secondly, I would like to thank my family, especially my husband Trương Văn Khiêm for his encourage and supporting me during conducting of this dissertation Thirdly, I also would like to express my gratitude to all lecturers and staff of the University of Economics Ho Chi Minh City and Tien Giang University for all the kind support during the Ph.D student period Last but not least, I am thankful to friends for all the support and encouragement on my research journey Especially, I would like to thank Dr Nguyễn Hữu Khôi (Nha Trang University), Dr Lê Tấn Lực (Bình Dương University) and Hồ Xuân Hướng (Qui Nhơn University) for their useful advices and valuable acknowledge Võ Kim Nhạn iv TABLE OF CONTENTS Declaration of authenticity i Author’s publications related to the dissertation ii Acknowledgments iii Table of contents iv List of abbreviations ix List of tables x List of figures xi Abstract xii Tóm tắt xiv CHAPTER - INTRODUCTION 1.1 Trends of doing business in virtual environment 1.2 Mobile augmented reality applications (MAR apps) in Vietnam 1.3 Research background 1.4 Research gaps 1.5 The objectives and questions of research 10 1.6 Research scope 11 1.7 Research contributions 11 1.8 Research sampling, research method 13 1.8.1 Research sampling 13 1.8.2 Research method 14 1.9 Brief of some concepts 14 1.10 Structure of the study 15 v 1.11 Summary 17 CHAPTER - LITERATURE REVIEW 18 2.1 Mobile applications in virtual environment 18 2.1.1 Mobile applications 18 2.1.2 Mobile augmented reality applications (MAR apps) 19 2.1.1 The difference between augmented reality and virtual reality 20 2.2 Conceptualization of virtual immersive experience 22 2.3 Background theories 27 2.3.1 Stimuli-Organism-Response (S-O-R framework) 27 2.3.2 Theory of embodied cognition 28 2.3.3 Cognition-Affection-Conation-Action (C-A-C-A) 29 2.4 Previous studies of virtual customer experience and immersive experience 31 2.4.1 Process of selecting related studies 31 2.4.2 Antecedents of virtual customer immersion .40 2.4.3 Outcomes of virtual customer immersion 49 2.4.4 The moderating role of personal innovativeness 51 2.5 Hypotheses and integrated conceptual model 53 2.5.1 The impact of embodiment and customer immersion 53 2.5.2 The impact of mental imagery and customer immersion 54 2.5.3 Personal innovativeness moderates the relationships of customer immersion and its antecedents 56 2.5.4 Attitude & Behavioral intention towards MAR apps 57 2.5.5 Conceptual framework and hypotheses 57 vi 2.6 Summary 60 CHAPTER - RESEARCH METHOD 61 3.1 Research sampling 61 3.1.1 The sample size 61 3.1.2 Data colletion context 62 3.1.3 The sampling method 62 3.1.4 MAR apps used in the study 63 3.1.5 Time for collecting data 63 3.1.6 Research settings 64 3.2 Research method 65 3.3 Scale measurement 65 3.3.1 Embodiment scale 66 3.3.2 Mental imagery scale 67 3.3.3 Customer immersion scale 68 3.3.4 Attitude and behavioral intention scale 70 3.3.5 Personal innovativenesss scale 70 3.3.6 Control variables’ scales 71 3.4 Data analysis procedure 72 3.4.1 The measurement model assessment 77 3.4.2 The structural model assessment 78 3.5 Common method bias (CMB) 80 3.6 Summary 81 CHAPTER - THE RESULTS OF DATA ANALYSIS 82 vii 4.1 Sample characteristics 82 4.2 The results of data analysis 84 4.2.1 Common method bias 84 4.2.2 The results of measurement model 84 4.2.3 The results of the structural model 94 4.2.4 The results of the hypotheses in the conceptual model .98 4.3 Discussions 102 4.3.1 Using theories in integrated conceptual model 103 4.3.2 Moderating role of personal innovativeness 104 4.3.3 Emerging trends of MAR apps 104 4.3.4 Driving factors analysis of customer immersion 105 4.3.5 Outcomes of customer immersion 107 CHAPTER - IMPLICATIONS, LIMITATIONS AND FUTURE RESEARCH 108 5.1 Theoretical and managerial implications .108 5.1.1 Theoretical implications 108 5.1.2 Managerial implications 110 5.2 Limitation and future research .114 5.3 Summary 115 CONCLUSION 116 PREFERENCES 117 Apendix I Results of Varian Inflation Factor (VIF) test .i Apendix II Results of without marker variable technique by PLS Algorithm ii Apendix III Results of marker variable technique by PLS Algorithm iii viii Apendix IV Results of marker variable technique by bootstraping method iv Apendix V Results of by path coefficients before the repeated indicators v Apendix VI Results of by path coefficients after the repeated indicators vi Apendix VII Results of by integrated conceptual model by PLS Algorithm vii Apendix VIII Results of outer loadings by PLS Algorithm viii Apendix IX Results of Fornell-Lacker Criterion by PLS Algorithm ix Apendix X Results of construct reliability and validity by PLS Algorithm x Apendix XI Results of Heterotrait-Monotrait Ratio by PLS Algorithm xi Apendix XII Results of hypotheses by Bootstraping xii Apendix XIII Results of Harman’s one-factor test xiii Appendix XIV Ho Chi Minh City population in 2019 xvi Appendix XV Sample size from Ho Chi Minh City population in 2019 xvii Apendix XVI Vietnamese questionaire xviii ... MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY CUSTOMER IMMERSION IN VIRTUAL ENVIRONMENT: AN INVESTIGATION OF ANTECEDENTS AND OUTCOMES Major: Business... of selecting related studies 31 2.4.2 Antecedents of virtual customer immersion .40 2.4.3 Outcomes of virtual customer immersion 49 2.4.4 The moderating role of personal innovativeness... on Management, Economics and Finance Vo Kim Nhan et al (2020) Customers’ immersive emotions in virtual environment as powerful marketing tools in tourism sector Proceedings of The first international