The Effects of Presence and Tactile Illusion on Consumers ’ Attitudes and Intentions: The Mediating Role of Mental Imagery and the moderators ’ effects

This paper investigates the relationship between presence, tactile illusion, vividness of imagery and advertising effectiveness. A total of 207 undergraduate students participated for an experiment. The result of path analysis found that presence and tactile illusion induce more vivid mental imagery. Vividness of mental imagery was a major contributor to consumers ’ attitudes toward the website. Spatial presence and realness had a partial impact on advertising effectiveness. There were main effects of site type and NFT on some of advertising effectiveness measures with interaction effects for product type and site type, and for product type, site type, and NFT. Theoretical reasoning and practical implications for the results are followed. Keywords--- Presence, cross-modal illusion, mental imagery, 3D advertising, advertising effectiveness 1