Modelling 3D product visualisation for online retail atmospherics

Purpose: The Stimulus (S) Organism (O) Responses (R) paradigm has been extensively studied in conventional retailing but has received little attention in the online context. This study aims to investigate the effects of an online retailer atmospheric using three dimensional (3D) product visualisation. Design/methods/approach: We operationalise 3D antecedents, the main online atmospheric cues, as the “stimulus” (S) that attracts consumers’ attention towards the online retailer, authenticity of the 3D, hedonic and utilitarian value as the “organism” (O) part, and consumers’ behavioural intention as the “responses” (R) part. A hypothetical retailer Web site presents a variety of laptops using 3D product visualisations. Findings: The control and animated colours represent the main stimuli (S). Furthermore, 3D authenticity, hedonic and utilitarian values are the main determinants of behavioural intentions. The proposed conceptual model achieves acceptable fit and the hypothesised paths are all valid. Practical implications: Retail website designers can contribute to enhancing consumers’ virtual experience by focusing more on utilitarian and hedonic value. Any 3D flash should include the essential information that consumers seek and consumers should be able to click to any part of the 3D flash to access further information. Originality/values: To the best of the authors’ knowledge, this research is the first in the U.K. that uses a U.K. sample to investigate the effects of using 3D product visualisation on consumers’ perceptions and responses. Our research makes an important contribution to the online atmospheric literature by providing a rich explanation of how authenticity of the 3D virtual models adds more information, fun and enhances consumers’ responses towards the online retailer

3D product authenticity model for online retail: An invariance analysis

This study investigates the effects of different levels of invariance analysis on three dimensional (3D) product authenticity model (3DPAM) constructs in the e- retailing context. A hypothetical retailer Web site presents a variety of laptops using 3D product visualisations. The proposed conceptual model achieves acceptable fit and the hypothesised paths are all valid. We empirically investigate the invariance across the subgroups to validate the results of our 3DPAM. We concluded that the 3D product authenticity model construct was invariant for our sample across different gender, level of education and study backgrounds. These findings suggested that all our subgroups conceptualised the 3DPAM similarly. Also the results show some non-invariance results for the structural and latent mean models. The gender group posits a non-invariance latent mean model. Study backgrounds group reveals a non-invariance result for the structural model. These findings allowed us to understand the 3DPAMs validity in the e-retail context. Managerial implications are explained

Modelling 3D product visualization on the online retailer

-Purpose: An emerging body of research has investigated telepresence and presence notions in online retailers’ websites during the past two decades. Since that time considerable research has been published in different fields to explain the meanings and applications of these notions. This study aims to investigate the antecedents and consequences of 3D product simulation telepresence and the effects of the consequences on consumers’ behavioural intentions on the online retailer Website. -Design/methodology/approach: this study developed a retailer Website in which a variety of laptops are presented by using 3D product visualizations. This research used a within-subjects design and employed two laboratory experiments. In the first experiment, a two-way repeated measure ANOVA was conducted to determine the effects of the manipulated conditions on the dependent variable (i.e., 3D telepresence). Finally, we used Amos 16 to test the overall goodness of fit of the proposed conceptual model. -Originality/values: To the best of the authors’ knowledge, this research is the first in the UK that used a UK sample to investigate the effects of using 3D product visualization in an electrical industry (i.e., laptops) on consumers’ experiences. Secondly, this paper merged constructs from the human-computer-interaction (HCI) field (i.e., control, vividness and telepresence) to the proposed model. Moreover, the way this paper defines interactivity and telepresence adds value to this study. Thirdly, we developed new scales to measure telepresence and control constructs to suit consumers’ experience in the online retailer context. Finally, the design of this study is original in using a website that contains 3D product visualization with both utilitarian and hedonic values. -Findings: The manipulation checks showed that high control and animation provides most effective representation of telepresence. The overall goodness of fit of the conceptual model met the standards and showed that all the hypothesized paths were valid

Using 3D product visualisation to tap consumers’ experience with online retailers: From telepresence to authenticity

This study investigates the effects of authentic three dimensional (3D) product visualisation versus 3D telepresence on consumers’ virtual experience. A hypothetical retailer Web site presents a variety of laptops using 3D product visualisations for the within-subjects laboratory experiment. The first stage uses two-way repeated measures ANOVA to determine the effects of the progressive levels of control and animated colours on 3D authenticity (the dependent variable). In a second stage, we use structural equation modelling to test the proposed hypothesis. This research uses a U.K. sample to investigate the effects of 3D authenticity and 3D telepresence on willingness to purchase and reveals significant differences between telepresence and authenticity constructs. Authenticity is more significant in simulating an online retailer’s products, and control and animated colours represent the main antecedents of authenticity. The proposed conceptual model achieves acceptable fit and the hypothesised paths are all valid

Using authentic 3D product visualisation for an electrical online retailer

This study investigates the effects of authentic three dimensional (3D) product visualisation versus 3D telepresence on consumers’ virtual experience. A hypothetical electrical retailer Web site presents a variety of laptops using 3D product visualisations for the within-subjects laboratory experiments. The first experiment uses two-way repeated measures ANOVA to determine the effects of the antecedents on 3D authenticity. In a second experiment, a one-way ANOVA compares telepresence and authenticity scores. This research uses a U.K. sample to investigate the effects of control and animated colours on 3D authenticity and the effects of 3D authenticity on experiential and instrumental values. The results reveal significant differences between telepresence and authenticity constructs. Authenticity is more significant in simulating an online retailer’s products, and control and animated colours represent the main antecedents of authenticity. Moreover, experiential and instrumental values represent the main consequences of 3D authenticity

Virtual reality in theatre education and design practice - new developments and applications

The global use of Information and Communication Technologies (ICTs) has already established new approaches to theatre education and research, shifting traditional methods of knowledge delivery towards a more visually enhanced experience, which is especially important for teaching scenography. In this paper, I examine the role of multimedia within the field of theatre studies, with particular focus on the theory and practice of theatre design and education. I discuss various IT applications that have transformed the way we experience, learn and co-create our cultural heritage. I explore a suite of rapidly developing communication and computer-visualization techniques that enable reciprocal exchange between students, theatre performances and artefacts. Eventually, I analyse novel technology-mediated teaching techniques that attempt to provide a new media platform for visually enhanced information transfer. My findings indicate that the recent developments in the personalization of knowledge delivery, and also in student-centred study and e-learning, necessitate the transformation of the learners from passive consumers of digital products to active and creative participants in the learning experience

Wearable learning tools

In life people must learn whenever and wherever they experience something new. Until recently computing technology could not support such a notion, the constraints of size, power and cost kept computers under the classroom table, in the office or in the home. Recent advances in miniaturization have led to a growing field of research in ‘wearable’ computing. This paper looks at how such technologies can enhance computer‐mediated communications, with a focus upon collaborative working for learning. An experimental system, MetaPark, is discussed, which explores communications, data retrieval and recording, and navigation techniques within and across real and virtual environments. In order to realize the MetaPark concept, an underlying network architecture is described that supports the required communication model between static and mobile users. This infrastructure, the MUON framework, is offered as a solution to provide a seamless service that tracks user location, interfaces to contextual awareness agents, and provides transparent network service switching

Peripatetic electronic teachers in higher education

This paper explores the idea of information and communications technology providing a medium enabling higher education teachers to act as freelance agents. The notion of a ‘Peripatetic Electronic Teacher’ (PET) is introduced to encapsulate this idea. PETs would exist as multiple telepresences (pedagogical, professional, managerial and commercial) in PET‐worlds; global networked environments which support advanced multimedia features. The central defining rationale of a pedagogical presence is described in detail and some implications for the adoption of the PET‐world paradigm are discussed. The ideas described in this paper were developed by the author during a recently completed Short‐Term British Telecom Research Fellowship, based at the BT Adastral Park

The use of Virtual Reality in Enhancing Interdisciplinary Research and Education

Virtual Reality (VR) is increasingly being recognized for its educational potential and as an effective way to convey new knowledge to people, it supports interactive and collaborative activities. Affordable VR powered by mobile technologies is opening a new world of opportunities that can transform the ways in which we learn and engage with others. This paper reports our study regarding the application of VR in stimulating interdisciplinary communication. It investigates the promises of VR in interdisciplinary education and research. The main contributions of this study are (i) literature review of theories of learning underlying the justification of the use of VR systems in education, (ii) taxonomy of the various types and implementations of VR systems and their application in supporting education and research (iii) evaluation of educational applications of VR from a broad range of disciplines, (iv) investigation of how the learning process and learning outcomes are affected by VR systems, and (v) comparative analysis of VR and traditional methods of teaching in terms of quality of learning. This study seeks to inspire and inform interdisciplinary researchers and learners about the ways in which VR might support them and also VR software developers to push the limits of their craft.Comment: 6 Page