The influence of communication language on purchase intention in consumer contexts: the mediating effects of presence and arousal

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The influence of communication language on purchase intention in consumer contexts: the mediating effects of presence and arousal

Panoramic visual, tactile, and auditory interactions have been widely used to create scene-based immersive experiences to enhance consumer experience and stimulate emotional responses, thereby increasing purchase intentions. Guided by scene marketing theory and the archetypal theory of mind-flow exp...

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Bibliographic Details
Main Authors:	Huang, Wenjun, Leong, Yee Choy, Ismail, Noor Azlin
Format:	Article
Language:	English
Published:	Springer 2023
Online Access:	http://psasir.upm.edu.my/id/eprint/110488/ http://psasir.upm.edu.my/id/eprint/110488/1/110488.pdf

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