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Article summary:
1. This study explored the effects of atmospheric elements of virtual tourism on consumers' willingness to continue using virtual tourism.
2. The research framework examined the effects of ubiquity, telepresence, vividness, interactivity, and background music congruency on users' feelings of pleasure, dominance, and arousal.
3. The results revealed that each factor affects the virtual tourism experience and that telepresence and vividness are related to pleasure derived from virtual tourism.
Article analysis:
The article “Virtual Tourism Atmospheres: The Effects of Pleasure, Arousal, and Dominance on the Acceptance of Virtual Tourism” is a well-written piece that provides an in-depth analysis of how certain factors (atmospheric and affective) affect consumers’ continuous usage intention and word-of-mouth communication related to virtual tourism. The authors have done a thorough job in exploring the effects of ubiquity, telepresence, vividness, interactivity, and background music–environment congruency on users’ feelings of pleasure, dominance, and arousal.
The article is reliable in terms of its methodology as it uses a questionnaire administered to 509 valid respondents with 63.5% being women with an average age of 36.16 years old. Furthermore, the overall fit of the structural model was acceptable with Cronbach's alpha values indicating adequate reliability for all research hypotheses tested in this study.
However, there are some potential biases present in this article which could be addressed by further research into other factors that may affect usage intention or consumer behavior such as cultural differences or socio-economic status which were not explored in this study. Additionally, there is no mention made about possible risks associated with virtual tourism such as cyber security threats or privacy concerns which should be noted when discussing its acceptance among consumers.
In conclusion, this article provides a comprehensive overview into how certain factors can influence consumer acceptance towards virtual tourism but further research should be conducted into other potential factors that could affect usage intention or consumer behavior as well as any potential risks associated with engaging in virtual tourism activities.