Online retailers are increasingly adopting 3D digital twins instead of 2D pictures on their e-commerce webpages. This research compares the effect of 3D vs. 2D pictures on consumers’ perceptions and future intentions toward an e-tailer. We advance that 3D pictures increase consumers’ intentions to patronize the e-tailer as mediated by telepresence, perceived control and attitude change. Furthermore, we address the role of two potential moderators: shopping values (functional vs. experiential) and level of preference articulation (preference matching vs. building). Results provide indications for marketing scholars and to practitioners to design more effective e-commerce webpages.

Twins of Evil? Consumers reactions to 3D versus 2D product pictures

Virginia Vannucci;
2021

Abstract

Online retailers are increasingly adopting 3D digital twins instead of 2D pictures on their e-commerce webpages. This research compares the effect of 3D vs. 2D pictures on consumers’ perceptions and future intentions toward an e-tailer. We advance that 3D pictures increase consumers’ intentions to patronize the e-tailer as mediated by telepresence, perceived control and attitude change. Furthermore, we address the role of two potential moderators: shopping values (functional vs. experiential) and level of preference articulation (preference matching vs. building). Results provide indications for marketing scholars and to practitioners to design more effective e-commerce webpages.
9788894391862
3D images
telepresence
e-commerce
patronage intention
File in questo prodotto:
File Dimensione Formato  
Twins of Evil Consumers reactions to 3D versus 2D product pictures.pdf

non disponibili

Tipologia: Altro materiale allegato
Licenza: Accesso ristretto
Dimensione 135.69 kB
Formato Adobe PDF
135.69 kB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11562/1054203
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact