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Title: Using authentic 3D product visualisation for an electrical online retailer
Authors: Algharabat, R
Dennis, C
Keywords: control; animated colours; telepresence; authenticity; virtual experience
Issue Date: 2009
Publisher: Surrey University
Citation: Proceedings of 12th International Conference on Retailing and Commercial Distribution Teaching and Research Issues, EAERCD, Surrey University, 15-17 July 2009.
Abstract: 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.
Appears in Collections:Marketing
Brunel Business School Research Papers

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