The influence of regulatory fit and interactivity on brand satisfaction and trust in e-health marketing inside 3d virtual worlds (second life)

Seunga Jin, Kwan Min Lee

Research output: Contribution to journalArticle

11 Scopus citations


Interactive three-dimensional (3D) virtual environments like Second Life have great potential as venues for effective e-health marketing and e-brand management. Drawing from regulatory focus and interactivity literatures, this study examined the effects of the regulatory fit that consumers experience in interactive e-health marketing on their brand satisfaction and brand trust. The results of a two-group comparison experiment conducted within Second Life revealed that consumers in the regulatory fit condition show greater brand satisfaction and brand trust than those in the regulatory misfit condition, thus confirming the persuasive influence of regulatory fit in e-brand management inside 3D virtual worlds. In addition, a structural equation modeling analysis demonstrated the mediating role of consumers' perceived interactivity in explaining the processional link between regulatory fit and brand evaluation. Theoretical contributions and managerial implications of these findings are discussed.

Original languageEnglish (US)
Pages (from-to)673-680
Number of pages8
JournalCyberpsychology, Behavior, and Social Networking
Issue number6
StatePublished - Dec 1 2010


ASJC Scopus subject areas

  • Social Psychology
  • Communication
  • Applied Psychology
  • Human-Computer Interaction
  • Computer Science Applications

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