Abstract
This study aims to investigate the effects of three dimensional (3D) product authenticity and 3D product telepresence on consumers' behavioural intention. Particularly, we define and operationalise 3D authenticity based on the psychological state in which virtual objects presented in 3D in a computer-mediated environment are perceived as actual objects. However, to define and operationalise 3D telepresence, we follow the existing literature which emphasises on the transportation state to define consumers' virtual experience. Moreover, we investigate the effects of control and animated colours on the creation of 3D product authenticity and 3D product telepresence constructs, which in turn impact behavioural intention. A hypothetical retailer website presents a variety of laptops which allow participants to control the content and form of the 3D flash. We find that defining and operationalising virtual experience based on the 3D product authenticity concept is significantly associated with behavioural intention in comparison to the 3D telepresence construct.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Algharabat, R.; Dennis, C. (2011): Using authentic 3D product visualisation for an electrical online retailer, in: Journal of Customer Behaviour,Vol. 9, No. 2, pp. 97–116.
Anderson, J. C.; Gerbing, D.W. (1988): Structural equation modeling in practice: A review and recommended two-step approach, in: Psychological Bulletin, Vol. 103, No. 3, pp. 411–423.
Ariely, D. (2000): Controlling the information flow: Effects on consumers' decision making and preferences, in: Journal of Consumer Research, Vol. 26, pp. 233–248.
Armstrong, J. S.; Overton, T. S. (1977): Estimating nonresponse bias in mail surveys, in: Journal of Marketing Research, Vol. 16, pp. 396–402.
Balabanis, G.; Reynolds, N. (2001): Consumer attitudes towards multi-channel retailers' web sites: the role of involvement, brand attitude, internet knowledge and visit duration, in: Journal of Business Strategies, Vol. 18, pp. 105–131.
Biocca, F. (1992): Will simulation sickness slow down the diffusion of virtual environment technology?, in: Presence, Vol. 1, No. 3, pp. 334–343.
Biocca, F. (1997): The cyborg's dilemma: progressive embodiment in virtual environments, in: Journal of Computer-Mediated Communication, Vol. 3, No 2, www.ascusc.org/jcmc/vol3/issue2/biocca2.html, accessed November 14, 2007.
Byrne, B. (2001): Structural Equation Modeling with AMOS, Lawrence Erlbaum Associate New Jersey, U.S.A.
Coyle, James R.; Thorson, Esther. (2001): The effects of progressive levels of interactivity and vividness in web marketing site, in: Journal of Advertising, Vol. 30, No. 3, pp. 65–77.
Demery, P. (2003): The latest flash, in: Internet Retailer, www.internetretailer.com/article.asp?id=10323, accessed May 15, 2009.
Demery, P. (2006): As consumers flock to high bandwidth, e-retailers shake, rattle and roll, in: Internet Retailer, pp. 23–28.
Fasolo, B.; Misuraca, R.; McClelland, G.; Cardci, M. (2006): Animation attracts: The attraction effect in an on-line shopping environment, in: Psychology & Marketing, Vol. 23, No. 10, pp. 799–811.
Fiore, A. M.; Kim, J.; Lee, H.H. (2005): Effects of image interactivity technology on consumer responses toward the online retailing, in: Journal of Interactivity Marketing,Vol. 19, No. 3, pp. 39–53.
Fiore, Ann. (2008): The digital consumer: Valuable partner for product development and production, in: Clothing and Textiles Research Journal, Vol. 26, No. 2, pp. 177–190.
Fornell, C.; Larcker, D. F. (1981): Evaluating structural equation models with unobservable variables and measurement error, in: Journal of Marketing Research, Vol. 18, pp. 39–50.
Fortin, D.; Dholakia, R. (2005): Interactivity and vividness effects on social presence and involvement with a web-based advertisement, in: Journal of Business Research, Vol. 58, 387–396.
Hair, J.; Anderson, R.; Tatham, R.; Black, W. (2006): Multivariate data analysis, Upper Saddle River, NJ.
Heeter, C. (1992): Being there: the subjective experience of presence, in: Presence: Teleoperators and Virtual Environments, Vol. 1, pp. 262–71.
Heeter, C. (2000): Interactivity in the context of designed experiences, in: Journal of Interactive Advertising, Vol. 1, No. 1, pp. 75–89.
Herrod, E. (2007, May): E-commerce to 2020, in: Internet Retailing, www.internetretailing.net/news/e-commerce-to2020/?searchterm=3D, accessed May 15, 2009.
Hopkins, C. D.; Raymond, M, A.; Mitra, A. (2004): Consumer responses to perceived telepresence in the online advertising environment: the moderating role of involvement, in: Marketing Theory,Vol. 4, No. 137, pp. 137–63.
Jahng, J.; Jain, H.; Ramamurthy, K. (2000): Effective design of electronic commerce environments: a proposed theory of congruence and an illustration, in: IEEE Transactions on Systems, Man, and Cybernetics: Part A, Vol. 30, pp. 456–471.
Khakimdjanova, L.; Park, J. (2005): Online visual merchandising practice of apparel emerchants, in: Journal of Retailing and Consumer Services, Vol. 12, pp. 307–318.
Kim, J.; Fiore, A.; Lee, H. (2007): Influence of online store perception, shopping enjoyment, and shopping involvement on consumer patronage behaviour towards an online retailer, in:
Journal of Retailing and Consumer Services, Vol.14, pp. 95–107.
Kim, T.; Biocca, F. (1997): Telepresence via television: two dimensions of telepresence may have different connections to memory and persuasion, in: Journal of Computer-Mediated Communication, Vol. 3, No. 2, www3.interscience.wiley.com/cgi-bin/fulltext/120837731/HTMLSTART.
Klein, L. (2003): Creating virtual product experiences: the role of telepresence, in: Journal of Interactive Marketing, Vol. 17, No. 1, pp. 41–55.
Lee, K. (2004): Presence explicated, in: Communication Theory, Vol. 14, No. 1, pp. 27–50.
Li, H.; Daugherty, T.; Biocca, F. (2001): Characteristics of virtual experience in electronic commerce: a protocol analysis, in: Journal of Interactive Marketing, Vol. 15, No. 3, pp. 13–30.
Li, H.; Daugherty, T.; Biocca, F. (2002): Impact of 3-D advertising on product knowledge, brand attitude and purchase intention: the mediating role of presence, in: Journal of Advertising, Vol. 31, No. 3, pp. 43–57.
Li, H.; Daugherty, T.; Biocca, F. (2003): The role of virtual experience in consumer learning, in: Journal of Consumer Psychology, Vol. 13, No. 4, pp. 395–407.
Lombard, M.; Ditton, T. (1997): At the heart of it all: the concept of presence, in: Journal of Computer-Mediated Communication, Vol. 3, No. 2, available at: www.jcmc.indiana.edu/vol3/issue2/lombard.html.
McGoldrick, P.; Keeling, K.; Beatty, S. (2008): A typology of roles for avatars in online retailing, in: Journal of Marketing Management, Vol. 24, No. 3-4, pp. 433–461.
McMillan, S.J.; Hwang, J.-S. (2002): Measures of perceived interactivity: an exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity, in: Journal of Advertising, Vol. 31, No. 3, pp. 29–42.
Mummalaneni, V. (2005): An empirical investigation of web site characteristics, consumer emotional states and on-line shopping behaviours, in: Journal of Business Research, Vol. 58. No. 4, pp. 526–532.
Nantel, J. (2004): My virtual model: virtual reality comes into fashion, in: Journal of Interactive Marketing, Vol. 18, No. 3, pp. 73–86.
Park, J.; Stoel, L.; Lennon, S. (2008): Cognitive, affective and conative responses to visual simulation: the effects of rotation in online product presentation, in: Journal of Consumer Behaviour, Vol. 7, pp. 72–87.
Pimentel, K.; Teixeira, K. (1994): Virtual reality: through the new looking glass, 2nd ed., New York.
Podsakoff, P.M.; MacKenzie,S.B.; Lee, J.Y., & Podsakoff, N.P. (2003): Common method biases in behavioral research: a critical review of the literature and recommended remedies, in: Journal of Applied Psychology, Vol. 88, No. 5, pp. 879–903.
Schlosser, A. (2003): Experiencing products in the virtual world: the role of goal and imagery in influencing attitudes versus purchase intentions, in: Journal of Consumer Research, Vol. 30, No. 2, pp. 184–198.
Shih, C. (1998): Conceptualizing consumer experiences in cyberspace, in: European Journal of Marketing, Vol. 32, No. (7/8), pp. 655–663.
Song, J.H.; Zinkhan, G. M. (2008): Determinants of perceived web site interactivity, in: Journal of Marketing, Vol. 72, pp. 99–113.
Steuer, J. (1992): Defining virtual reality: dimensions determining telepresence, in: Journal of Communication, Vol. 42, No. 4, pp. 73–93.
Suh, K.; Chang, S. (2006): User interface and consumer perceptions of online stores: the role of telepresence, in: Journal of Behaviour & Information Technology, Vol. 25, No. 2, pp. 99–113.
Suh, K.; Lee, Y. (2005): The effects of virtual reality on consumer learning: an empirical investigation, in: MIS Quarterly, Vol. 29. No. 4, pp. 673–697.
Wagner, M. (2000): Picture this: e-retailers aims to zoom, spin and model their way to higher sales, in: Internet Retailer, www.internetretailer.com/internet/marketing-conference/90763-picture-this-e-retailers-aim-zoom-spin-model-their-way-higher-sales.html, accessed May 15, 2009.
Yang, H.E.; Wu, C. C. (2009): Effects of image interactivity technology adoption on eshoppers' behavioural intentions with risk as moderator, in: Journal of Production Planning & Control, Vol. 20, No. 4, pp. 370–382.
Zajonc, R. B. (2001): Mere exposure: a gateway to the subliminal, in: Current Directions in Psychological Science, Vol. 10, No. 6, pp. 224–228.
Editor information
Rights and permissions
Copyright information
© 2011 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH
About this chapter
Cite this chapter
Algharabat, R., Dennis, C. (2011). Modelling the Impact of 3D Authenticity and 3D Telepresence on Behavioural Intention for an Online Retailer. In: Morschett, D., Rudolph, T., Schnedlitz, P., Schramm-Klein, H., Swoboda, B. (eds) European Retail Research. European Retail Research. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-6147-1_4
Download citation
DOI: https://doi.org/10.1007/978-3-8349-6147-1_4
Publisher Name: Gabler Verlag, Wiesbaden
Print ISBN: 978-3-8349-2709-5
Online ISBN: 978-3-8349-6147-1
eBook Packages: Business and Economics (German Language)