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Abstract


The Effect Of Virtual Experiential Marketing On More Payment Intention And Complaint Intention

In today's postmodern world, consumers decide on the products and services not only for functional utilities but also for experiences which they will obtain from products and services. As a result of technological advances, the virtual reality enters into our lives, hence consumer experience created via the virtual reality is gaining importance. Advances in information and web Technologies have open numerous opportunities for experiential marketing. The prevalence of the Internet has led to the rapid progress of virtual experiential marketing. Behavioral intentions include attitudes of customers to feedback on purchase experiences. This attitude encounters re-purchasing intention, word of mouth intention, more payment intention, complaint intention etc. In this context the aim of the study is examine the effect of the virtual experiential marketing on more payment intentions and complaint intention of consumers. Data was obtained by the questionnaire method. The results of the study showed that there is a meaningful and positive relationship between virtual experiential marketing and more payment intentions and complaint intention of consumers.



Keywords
Virtual Experiential Marketing, Behavioral Intetions, Factor Analysis, Resression Analysis



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