Mere Virtual Presence Experiences (MVPE) Drive Online Brand Community Members’ Purchasing Behavior: Moderating Roles of Consumers’ Need for Uniqueness (CNFU) and Product Type

Grounded in Social Impact Theory, this study examines the effects of virtual experiences generated by Mere Virtual Presence (MVP), Mere Virtual Presence with Product Experience (MVPE), and pure brand websites on consumers’ brand attitudes and purchase intentions. Additionally, it explores the moderating roles of Consumers’ Need for Uniqueness (CNFU) and product type (search vs. experience products). This study adopts an experimental design with three brand website types (MVP brand communities, MVPE brand communities, and pure brand websites) and two product types to examine the hypothesis. Specifically, a 3 (brand website type) × 2 (product type) experimental design was implemented to examine the influence of brand website types across different scenarios of online marketing. The findings reveal significant insights into consumer brand marketing. Specifically, consumers with low CNFU exhibited higher brand attitudes and purchase intentions compared to those with high CNFU when engaging with search products in MVPE brand communities Furthermore, fan avatars within a virtual brand community can still influence consumer perceptions even without direct interaction. These insights contribute to the growing body of research on personalized marketing and offer practical strategies for leveraging eWOM to enhance consumer engagement and influence decision-making in the digital landscape.