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

From presence to consciousness through virtual reality

Immersive virtual environments can break the deep, everyday connection between where our senses tell us we are and where we are actually located and whom we are with. The concept of 'presence' refers to the phenomenon of behaving and feeling as if we are in the virtual world created by computer displays. In this article, we argue that presence is worthy of study by neuroscientists, and that it might aid the study of perception and consciousness

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

Media Presence and Inner Presence: The Sense of Presence in Virtual Reality Technologies

Abstract. Presence is widely accepted as the key concept to be considered in any research involving human interaction with Virtual Reality (VR). Since its original description, the concept of presence has developed over the past decade to be considered by many researchers as the essence of any experience in a virtual environment. The VR generating systems comprise two main parts: a technological component and a psychological experience. The different relevance given to them produced two different but coexisting visions of presence: the rationalist and the psychological/ecological points of view. The rationalist point of view considers a VR system as a collection of specific machines with the necessity of the inclusion \ud of the concept of presence. The researchers agreeing with this approach describe the sense of presence as a function of the experience of a given medium (Media Presence). The main result of this approach is the definition of presence as the perceptual illusion of non-mediation produced by means of the disappearance of the medium from the conscious attention of the subject. At the other extreme, there \ud is the psychological or ecological perspective (Inner Presence). Specifically, this perspective considers presence as a neuropsychological phenomenon, evolved from the interplay of our biological and cultural inheritance, whose goal is the control of the human activity. \ud Given its key role and the rate at which new approaches to understanding and examining presence are appearing, this chapter draws together current research on presence to provide an up to date overview of the most widely accepted approaches to its understanding and measurement

Telepresence and the Role of the Senses

The telepresence experience can be evoked in a number of ways. A well-known example is a player of videogames who reports about a telepresence experience, a subjective experience of being in one place or environment, even when physically situated in another place. In this paper we set the phenomenon of telepresence into a theoretical framework. As people react subjectively to stimuli from telepresence, empirical studies can give more evidence about the phenomenon. Thus, our contribution is to bridge the theoretical with the empirical. We discuss theories of perception with an emphasis on Heidegger, Merleau-Ponty and Gibson, the role of the senses and the Spinozian belief procedure. The aim is to contribute to our understanding of this phenomenon. A telepresence-study that included the affordance concept is used to empirically study how players report sense-reactions to virtual sightseeing in two cities. We investigate and explore the interplay of the philosophical and the empirical. The findings indicate that it is not only the visual sense that plays a role in this experience, but all senses

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

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

Presence and task performance:an approach in the light of cognitive style

The paper highlights the relationship between each of four bi-polar dimensions of personality cognitive style, such as extraversion–introversion, sensing–intuition, thinking–feeling and judging–perceiving, and the level of sense of presence experienced. Findings indicate that individuals who are more sensitive, more feeling or more introverted experience a higher level of presence. While not reaching statistical significance, differing cognitive styles appear to impact on task performance. The apparent negative relationship discovered between sense of presence and task performance should be considered in the light of task characteristics. We discuss the implications of these findings and how they contribute to an understanding of the complex relationship that exists between presence and task performance and how this subsequently ought to influence the design of virtual environments