Virtual wine tours and wine tasting: The influence of offline and online embodiment integration on wine purchase decisions

Applying the theory of embodied cognition as the research framework, the purpose of the current study was to explore the influence of virtual wine tours on young consumers' wine sensory experience and purchasing behaviors. A lab tasting experiment was conducted to compare the influence of a VR video with that of a traditional video featuring a vineyard and winery tour. Results indicated that the VR wine tour video evoked higher intentions to...