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

IT SOLUTIONS FOR THE MANAGEMENT OF GEO-BUSINESS

In the current economic and socio-demographic context, the pressure exerted over the informatic departments by the top management in order to have them offer a high volume of information in a short time, efficient for maintaining and developing the businegeo-business informatic systems, indicators cost, european integration, management of geo-spatial data, geomarketing

Information Outlook, April 2000

Volume 4, Issue 4https://scholarworks.sjsu.edu/sla_io_2000/1003/thumbnail.jp

Passive visual behavior modifiers and consumer psychophysiology online.

Through an examination of the electroencephalography (EEG) data collected from 27 university students, this study examined the efficacy of three known passive visual behavior modifiers -- color, layout, and motion -- in an e-commerce environment. These three variables have significant scholarly support in the context of traditional media, but their effect online is still largely unsubstantiated. Using EEG readings taken from regions of interest Fp1 and Fp2, the researcher attempted to measure and compare sustained evoked response upon exposure to six fictitious e-commerce web pages, each exhibiting a different passive visual behavior modifier. It was hypothesized that (H1) a product in a subtle state of motion, (H2) a greater proportion of image to text, and (H3) a color system with a dominant wavelength of approximately 650nm would evoke higher average levels of amplitude (μV) and frequency (Hz) in the ventromedial prefrontal cortex compared to stimuli exhibiting inverse properties: a static product image, a greater proportion of text to image, and a color system with a dominant wavelength of approximately 490nm. The biofeedback measurement was supplemented by a qualitative interview. Participant responses were analyzed for key words, phrases, and trends related to consumer attitude and product preference. While no significant differences were found between the visual stimuli, this study provides insight, limitations, and direction for future psychophysiological research relating to e-commerce.--Abstract

Cross Product Generalizability of Shopping Site Judgments

The purpose of this study was to examine the generalizability of attribute performance and attribute importance ratings across product classes. Data were collected, with the use of an online survey, from 313 respondents of which 287 were U.S. college students and 26 were close acquaintances of the research team. Seventy-four percent of respondents were male, all respondents had at least four years of internet use experience, and 44 claim to make at least one online shopping purchase per month. Twenty-six web site attributes were selected from the Variegated Inventory of Site Attributes (VISA) (Blake, Hamilton, Neuendorf & Murcko, 2010) to be rated for attribute performance and attribute importance by respondents in this study. Attribute performance ratings were gathered based on www.Frys.com for the consumer electronic product class and www.Powells.com for the bookstore product class. Also, attribute importance ratings were gathered for the consumer electronic product class, the bookstore product classes, and the general importance domain. An exploratory factor analysis and a series of confirmatory factor analyses were used to identify, confirm, and provide marginal evidence for the generalizability of an underlying four factor, 22 attribute performance structure across the consumer electronic and bookstore product classes. On the other hand, this study failed to identify an underlying attribute importance structure with the use of an exploratory factor analysis. As a result, no structural level assessments of the generalizability of attribute importance ratings could be assessed. Repeated measures MANOVA analyses revealed that the majority of web site features are rated significantly differently across product classes for both performance and importance. ĐŁorrelation analyses demonstrated that the relationship between attribute ratings for the book and consumer electronic product classes tended to be stronger for performance than importance. Also, attribute importance correlations varied across the do

Cross Product Generalizability of Shopping Site Judgments

The purpose of this study was to examine the generalizability of attribute performance and attribute importance ratings across product classes. Data were collected, with the use of an online survey, from 313 respondents of which 287 were U.S. college students and 26 were close acquaintances of the research team. Seventy-four percent of respondents were male, all respondents had at least four years of internet use experience, and 44 claim to make at least one online shopping purchase per month. Twenty-six web site attributes were selected from the Variegated Inventory of Site Attributes (VISA) (Blake, Hamilton, Neuendorf & Murcko, 2010) to be rated for attribute performance and attribute importance by respondents in this study. Attribute performance ratings were gathered based on www.Frys.com for the consumer electronic product class and www.Powells.com for the bookstore product class. Also, attribute importance ratings were gathered for the consumer electronic product class, the bookstore product classes, and the general importance domain. An exploratory factor analysis and a series of confirmatory factor analyses were used to identify, confirm, and provide marginal evidence for the generalizability of an underlying four factor, 22 attribute performance structure across the consumer electronic and bookstore product classes. On the other hand, this study failed to identify an underlying attribute importance structure with the use of an exploratory factor analysis. As a result, no structural level assessments of the generalizability of attribute importance ratings could be assessed. Repeated measures MANOVA analyses revealed that the majority of web site features are rated significantly differently across product classes for both performance and importance. ĐŁorrelation analyses demonstrated that the relationship between attribute ratings for the book and consumer electronic product classes tended to be stronger for performance than importance. Also, attribute importance correlations varied across the do

E-Commerce Standard Users Interface: Design and Implementation

A rapidly growing segment of the Internet is e-commerce. The future of economic competitiveness for most enterprises relies on entrance and active participation in the ecommerce market. About a third of the time users fail when they try to purchase products on an e-commerce site. An essential problem with e-commerce is that the controls and organization are different for each site. There is no standard way of building the navigation of the e-commerce site. Most sites do not have a global navigation system and the local one may be confusing, like solving a maze. The objective of this study is to provide an implementation method by which an agent of the artificial intelligence (AI) user interface creates a standard navigation menu to increase the usability of e-commerce. The selected menu items of the ecommerce standard user interface are based on a study of the graphical user interface (GUI) used in Windows environment and an evaluation of one hundred and two (102) e-commerce sites. The ideal standard navigation menu, E-menu, could cross over entire e-commerce sites in the World Wide Web (WWW) environment. The E-menu system considers the global level, which is simply to say “buy-your-stuff-and-leave” by clicking on a very straightforward navigation standard menu

Modelling 3D product visualisation for the online retailer

This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.This research aims to explain the process that previous researchers have discussed concerning the consumer virtual experience, using three-dimensional (3D) product visualisations, within online retailers. In addition, this research aims to identify the main advantages of using 3D product visualisation in comparison to two-dimensional (2D) static pictures within online retailers. Moreover, using the online Stimulus-Organism-Responses (S-O-R) paradigm, this research aims to model the effect of 3D product visualisation on consumers’ perception and responses towards the online retailer environment. Given that the appearance of the notion of telepresence or presence and their implications on the online retailer, many scholars attempt to build and develop models that can suit these notions online. However, this thesis argues that the notion of 3D telepresence is not the proper terminology to be used within the online retail context and therefore, this research raises the following question “how do consumers perceive 3D product virtualisation (telepresence) compared with 3D product authenticity on online retailers’ websites?” The effects of 3D product visualisation and 2D static pictures have been raised during the past decade to determine which is better for the online consumers. Marketers and information system scholars started wondering about the best device that can generate hedonic and utilitarian values for the consumers. To investigate the main impact of 3D product visualisation and 2D static pictures on hedonic and utilitarian values, this research raises the following questions: How do consumers perceive 3D hedonic values compared with 2D hedonic values on online retailers’ website? How do consumers perceive 3D product visualisation utilitarian values compared with 2D utilitarian values on online retailers’ website? This thesis, based on the previous literature in interactivity and vividness, narrowed down the 3D authenticity antecedents to the control and animated colour constructs. Moreover, to determine the effect of the progressive levels of control and animated colour constructs on the 3D authenticity construct, it raises the following research question: How do different levels of 3D control and animated colours influence 3D authenticity? To determine the effects of the progressive levels of 3D hedonic and utilitarian values on behavioural intention construct, this thesis raises the following research question: How do different levels of 3D hedonic and utilitarian levels influence behavioural intentions? Based on the online S-O-R framework, previous studies investigate the impact of the whole website e-retail environment (many stimuli) on consumers’ responses. Yet, this is the first study that is using one stimulus, namely 3D laptop product visualisation to investigate its impacts on consumers’ perceptions and responses using the online S-OR paradigm. Therefore, this thesis raises the following research question: How do control, animated colours, 3D authenticity, hedonic and utilitarian values affect consumers’ behavioural intention? The results reveal significant differences between 3D telepresence and 3D authenticity constructs. 3D telepresence involves an illusion or a sense of being transported to another place, whereas 3D authenticity refers to the ability to imagine a virtual object as real. The 3D authenticity construct is more significant in simulating an online retailer’s products. The proposed online S-O-R conceptual model achieves acceptable fit and the hypothesised paths are all valid. This research adds to the marketing literature the notion of 3D authenticity and contributes a valid scale to measure that new variable. Moreover, it is the first study that connects and uses the antecedents of 3D authenticity (S), control and animated colours, to investigate their impact on 3D authenticity, hedonic and utilitarian values (O), and the impact of the Organism constructs (O) on behavioural intention (R). Furthermore, the final framework considers the first framework that has studied the impact of one stimulus using the online S-O-R framework on an electronic retailer website environment. Indeed, to the best of the researcher’s knowledge, this is the first study that uses a UK sample to investigate the effects of an authentic 3D product visualisation in an electronic e-retailing industry (i.e., laptops).The University of Jorda