Consumer Responses to Perceived Telepresence in the Online Advertising Environment: The Moderating Role of Involvement

Abstract

Cyber technology creates new shopping experiences for consumers and ways of searching for product information that are not possible in traditional advertising contexts. Telepresence, defined as the sense of being present in the remote environment, can simulate direct experience, and is useful for conceptualizing consumers’ experiences in computer-mediated environments. We focus on perceived telepresence in seeking to broaden our understanding of the effects of persuasive communications in the cyber environment. We examine effects of perceived telepresence on consumer responses such as attitude toward the ad, attitude toward the brand, and purchase intention, and also examine how these effects are moderated by consumer involvement. Hypotheses derived from a proposed conceptual model are tested via a laboratory experiment. Data is then analyzed with multi-sample structural analysis. Results show that perceived telepresence significantly affects consumer responses to online advertising and that involvement moderates these effects. Theoretical and managerial implications of the results are discussed.