Abstract:

Technological development on the Internet has created a new form of interactive advertising allows users to inspect the products on the Web as naturally as in shops and simulate a new form of consumption called a virtual experience. The objective of this research is to identify the characteristics of the virtual experience. Data collection is conducted by the method of protocols laboratories coupled with the method in-depth interviews. The results show that the virtual experience is distinguished by its active process of decision making and has in the basis of perception the presence which gives the illusion of non-mediation.