SANAL DENEYİMSEL PAZARLAMANIN DAVRANIŞSAL NİYETLER ÜZERİNE ETKİSİ
THE EFFECT OF VIRTUAL EXPERIENTIAL MARKETING ON BEHAVIORAL INTENTIONS

Summary/Abstract: 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 online retailing. The pervasiveness of the Internet coupled with the keenness in competition among online retailers has led to virtual experiential marketing. Behavioral intentions include attitudes of customers to feedback on purchase experiences. This attitudes encounter 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 the behavioral intentions 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 behavioral intentions.

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