The purpose of this study is to expand the theoretical knowledge of consumer learning by testing both the single and sequential effects of indirect, direct, and virtual sport experiences on sport brand knowledge, attitudes, and choice behavior in two laboratory experiments. Experiment I shows that virtual experience is as effective as direct experience in consumer learning. In Experiment II, designed to explore the impact of sequential combinations of sport experiences on consumer learning, the sequential combination of direct and virtual experiences results in greater brand knowledge than the combination of indirect and direct experiences. Exposure to direct experience proceeding with virtual experience is more effective at influencing brand attitudes than the combination of indirect and direct experiences. Th e results indicate that sport consumers are more likely to select sport brands at choice contexts when exposed to virtual experience in combination with direct experience.

中文翻译：

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间接、直接和虚拟运动体验对消费者学习的顺序影响

本研究的目的是通过在两个实验室实验中测试间接、直接和虚拟体育体验对体育品牌知识、态度和选择行为的单一和顺序影响来扩展消费者学习的理论知识。实验一表明，在消费者学习中，虚拟体验与直接体验一样有效。在实验二中，旨在探索运动体验的顺序组合对消费者学习的影响，直接和虚拟体验的顺序组合比间接和直接体验的组合产生更多的品牌知识。在影响品牌态度方面，接触直接体验和虚拟体验比间接体验和直接体验相结合更有效。