The Roles of Modality Richness and Involvement in Shopping Behavior in 3D Virtual Stores

Seunga Jin*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

84 Scopus citations


The rapid growth of e-commerce and consumers' increasing use of 3D virtual worlds to make purchases have rendered it important to understand how consumers develop their buying intentions in this novel context. Drawing from literature on modality richness, this study examined the effects of pre-experimental product involvement and the modality of marketing information presentation on consumers' product evaluations, buying intentions, and enjoyment of online shopping. The results of a 2 × 2 between-subjects experiment indicate significant interaction effects between modality richness and prior involvement. Consumers with low involvement are influenced by modality richness, whereas those with high involvement are not, thus confirming the moderating role of prior involvement for shopping behaviors inside 3D virtual environments. Managerial implications of these findings are discussed.

Original languageEnglish (US)
Pages (from-to)234-246
Number of pages13
JournalJournal of Interactive Marketing
Issue number3
StatePublished - Aug 2009


  • Avatar
  • E-Commerce
  • Modality Richness
  • Second Life
  • Shopping Agent
  • Virtual Shopping Environment

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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