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User perceptions of 3D online store designs: an experimental investigation

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Abstract

The increasing adoption of three-dimensional (3D) virtual reality technologies in business practices requires an interdisciplinary research approach to study their effect. In this paper we investigate the effects of different 3D online store layouts on user perceptions in the e-retailing context. We build on recent research on store atmosphere that classifies store layouts in 3D environments as “avant-garde”, “warehouse”, “pragmatic”, “boutique” and “department”. Reflecting the dual identity of individuals as both consumers visiting virtual stores and users interacting with graphical user interfaces, we employ key constructs from both the marketing and the information systems literature to build our research model. The study measures how Perceived Usefulness, Perceived Ease of Use, Merchandise Quality Perception and Store Perception vary across the distinct store layouts. We employ a laboratory experiment in the apparel industry to test our model. Our results show that the layouts lead to different perceptions, although the consumers’ Shopping Motivation does not moderate this effect. Building on the differences found on store layout effects on user/consumer behavior in the 3D online context, the paper discusses relevant research and practical implications.

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Authors and Affiliations

  1. Kent Business School, University of Kent, The Sail and Colour Loft, The Historic Dockyard, Chatham, ME4 4TE, UK

    Ioannis Krasonikolakis

  2. ELTRUN – E-Business Research Center, School of Business, Department of Management Science and Technology, Athens University of Economics and Business, 76 Patission Street, Athens, Greece

    Adam Vrechopoulos

  3. Department of Marketing and Communication, School of Business, Athens University of Economics and Business, Greece, 76 Patission Street, Athens, Greece

    Sergios Dimitriadis

  4. Management of Information Systems and Technologies Laboratory – ISTLab, Department of Management Science and Technology, School of Business, Athens University of Economics and Business, 76 Patission Street, Athens, Greece

    Nancy Pouloudi

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  1. Ioannis Krasonikolakis
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Appendices

Appendix A: Visual examples of the five 3D virtual store layout types

1.1 Appendix A1: ‘Avant-garde’ store layout

figure a

1.2 Appendix A2: ‘Warehouse’ store layout

figure b

1.3 Appendix A3: ‘Pragmatic’ store layout

figure c

1.4 Appendix A4: ‘Boutique’ store layout

figure d

1.5 Appendix A5: ‘Department’ store layout

figure e

Appendix B: Measurement tool

Hypothesis

Coding

Items

References

H1 Perceived Ease of Use (PEOU)

EOU1

The store would be easy to use

Vrechopoulos et al. (2004) as adapted from Davis (1989)

EOU2

It would be easy to become skillful at using the store

EOU3

Learning to operate the store would be easy

EOU4

The store would be flexible to interact with

EOU5

My interaction with the store would be clear and understandable

EOU6

It would be easy to interact with the store

H2 Perceived Usefulness (PU)

PU1

The store would be useful for searching and buying products

Vrechopoulos et al. (2004) as adapted from Davis (1989)

PU2

The store would improve my performance in product searching and buying

PU3

The store would enable me to search and buy products faster

PU4

The store would enhance my effectiveness in product searching and buying

PU5

The store would make it easier to search for and purchase products

PU6

The store would increase my productivity in searching and purchasing products

H3 Merchandise Quality Perceptions (MQP)

MQP1

The store gives the impression that would provide high quality gifts

Baker et al. (1994)

MQP2

The store gives the impression that provides high workmanship

H4 Online Store Perception (OSP)

OSP1

This 3D store has an attractive character

Kim et al. (2007)

OSP2

The color schemes of this 3D store are attractive

OSP3

The overall design of this 3D store is interesting

OSP4

The layout of this 3D store would make it easy to browse for the product you want

OSP5

Overall, the layout of this 3D store would make it easy to navigate this store

H5 Shopping Motivation (SM)

SM1

It is important to accomplish just what I had planned on each shopping trip for clothing

Kang and Park-Poaps (2010) as adapted from Babin et al. (1994)

SM2

While shopping for clothing, I would find just the items I was looking for

SM3

I would be disappointed if I have to go to another shop to complete my shopping of clothing

SM4

A good store visit is when it is over very quickly

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Krasonikolakis, I., Vrechopoulos, A., Dimitriadis, S. et al. User perceptions of 3D online store designs: an experimental investigation. Inf Syst E-Bus Manage 19, 1321–1354 (2021). https://doi.org/10.1007/s10257-021-00542-3

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