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Using authentic 3D product visualisation for an electrical online retailer

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This study aims to investigate the effects of authentic three-dimensional (3D) product visualisation on consumers' virtual experience (VE). Particularly, we define and operationalise virtual experience based on three elements: control, animated colours and 3D product authenticity. Moreover, we investigate the effects of control and animated colours on the creation of the 3D product authenticity factor, which in turn impacts consumers' experiential and instrumental values. A hypothetical retailer website presents a variety of laptops that allow the participants to control the content and form of the 3D flash. The 3D flash permits the participants to change the colour of the laptop and see it in their chosen colour. Also it allows them to get information about the laptop features and attributes. We find that control, animated colours and 3D product authenticity represent the main elements of the virtual experience. Moreover, control and animated colours represent the main antecedents of 3D product authenticity. Also, experiential and instrumental values represent the main consequences of 3D product authenticity.
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Document Type: Research Article

Publication date: 2010-06-01

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