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.
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