Comparison of 2D and 3D product visualization for an e-commerce website on telepresence, flow, behavioural intention, and brand equity

Alan Pik Jin, Lee (2015) Comparison of 2D and 3D product visualization for an e-commerce website on telepresence, flow, behavioural intention, and brand equity. [Project Report] (Unpublished)

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Abstract

E-commerce website due to its convenience is gaining rapid popularity. The representation of the products in the website is important as it may affect the intention to purchase of customers. This study compares between 2D and 3D product visualization on an e-commerce website in terms of Telepresence, Flow, Behavioural Intention, and Brand Equity. A single website that contains three different and separate product visualization pages (2D pictures, Video, and 3D Model) was developed and evaluated via an experimental research design. Ninety respondents with Human Computer Interaction background were chosen using convenience sampling method. Through the statistical analysis, it is shown that 3D product visualization is more significant for four constructs. It is also shown that there is a positive relationship between telepresence and flow; telepresence and behavioural intention; and between behavioural intention and brand equity. These results show that 3D product visualization is more significant and effective compared to 2D product visualization.

Item Type: Project Report
Uncontrolled Keywords: telepresence, flow, behavioural intention, brand equity, e-commerce website, product visualization, unimas, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education, undergraduate, research, Universiti Malaysia Sarawak
Subjects: H Social Sciences > HF Commerce
Depositing User: Saman
Date Deposited: 08 Jun 2016 06:11
Last Modified: 08 Jun 2016 06:11
URI: http://ir.unimas.my/id/eprint/12253

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