Do Looks Really Matter? The Effect of 3-Dimensional Product Representations on the Customers' Buying Decision in Electronic Commerce

Abstract

This study aimed at determining the effects of three-dimensional product representations on e-commerce shoppers' purchasing decisions. An experiment was designed and conducted with twenty graduate student electronic shoppers. Three representation types were used: 2-Dimensional (2D), 3-Dimensional Low-Interaction (3DL), and 3-Dimensional High-Interaction (3DH) product representations. A reliable survey with 0.89 Cronbach's Alpha coefficient was presented to participants after they completed product viewing tasks on each product representation type. Results indicated that as interactivity significantly increased with three-dimensional representation types, participants became more likely to purchase a product with three-dimensional representations. Participants were also more satisfied with three-dimensional representations of the products, and their satisfaction level and likelihood to purchase a product were more closely related in three-dimensional representations. Future studies can explore product-specific representation and purchasing decision issues, as well as cost and connection speed issues relating to three-dimensional images.