From real world to mirror world representation

Offerings on the Net are assessed using two well-established perspectives on consumer buying behavior — a cognitive decision-making perspective and an emotional experience-seeking perspective. Three models of virtual representation are discussed — the mirror model, the synergy model, and the virtual model. These models, in combination with empirical illustrations of Swedish consumers' virtual buying behavior, indicate which aspects of a virtual representation the consumers perceive as crucial for participation in a new buying behavior and which aspects turn them off. Managerial implications of the assessment are also discussed and questions for future research are posed.

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