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Effect of 3D product presentation on consumer preference in e-commerce

机译：3D产品介绍对电子商务消费者偏好的影响

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摘要

Current electronic commerce offerings to the end customer have become a globally accessible mainstream purchasing pattern through the Internet technologies. E-commerce customer interaction through the web offering is largely preferred over the traditional brick and mortar purchasing interactions. With the advancement of rich content and multi modal user interaction support through web, the online customer experience has reached to a point where physical exploration and tactile information about the product are not crucial for purchases of generic goods; However there is a vital research question to be answered: do e-commerce customers prefer to have more infusion of product related information to make better purchase choice with confidence. To answer this, we have researched 3D support for product exploration. The goal of this research is to study the effects of 3D product presentations on consumer experience, value perception, purchase decisions and other factors in e-commerce environments under different platforms. This paper describes two experiments conducted to investigate these effects using 360 degree product views with varying degree of freedom in control and quality. The results indicate interesting positive effects on consumers using computers and mixed effects on consumers using mobile phones. This paper suggests using carefully designed interaction models to minimize those challenging effects and yield the positive effects; it also highlights the major challenges that need to be addressed for more engaging and convenient mobile based e-commerce experience as further studies.
机译：目前通过互联网技术成为全球可访问的主流采购模式。电子商务客户通过网页的互动在很大程度上优先于传统砖和砂浆采购互动。随着富裕内容和多模态用户互动支持通过网络的进步，在线客户体验已达到了对产品的物理勘探和触觉信息对购买仿制商至关重要;然而，有一个重要的研究问题要得到解答：电子商务客户愿意更多地注入产品相关信息，以便充满信心地获得更好的购买选择。要回答这一点，我们研究了对产品探索的3D支持。本研究的目标是研究3D产品介绍在不同平台下的电子商务环境中的消费者体验，价值感知，购买决策和其他因素的影响。本文介绍了使用360度产品视图进行了调查这些效果的两项实验，这些效果具有不同程度的控制和质量的自由度。结果表明对消费者对使用手机的消费者的混合影响有关消费者的有趣积极影响。本文建议使用精心设计的相互作用模型，以尽量减少那些挑战的效果，产生积极影响;它还强调了需要解决的主要挑战，以便更加吸引力，方便的移动基于移动的电子商务经验作为进一步的研究。

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