Synchronous technology-mediated service experience: conceptualization, scale development, and validation

Synchronous technology-mediated services, such as Airbnb Online Experiences and Amazon Explore, represent a novel form of virtual services facilitated by synchronous technology and local service providers. The emergence of this virtual service not only challenges conventional physical services but also reshapes the landscape of virtual experiences. However, existing scholarly discourse provides limited insights into consumer experiences in this context. Consequently, this research aims to conceptualize, develop, and validate a measurement instrument for consumer experience in synchronous technology-mediated tourism services. Results from three empirical studies resulted in the development of a 21-item consumer experience scale consisting of four dimensions: immersive spatial telepresence, responsive provider engagement, experiential learning enhancement, and virtual co-experience. Additionally, consumer experience measured with this new scale positively impacts consumers’ psychological ownership, repurchase intentions, and recommendation intentions. These findings offer valuable insights for service providers and platforms in enhancing consumer experience and optimizing engagement in synchronous technology-mediated services.