The Role of 3D Product Presentation in Enhancing Virtual Experience Realms: The Case of Consumer Responses towards Online Apparel Retailers

The Role of 3D Product Presentation in Enhancing Virtual Experience Realms: The Case of Consumer Responses towards Online Apparel Retailers

Raed S. Algharabat (The University of Jordan, Jordan)
DOI: 10.4018/978-1-4666-9787-4.ch121

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Previous research on e-commerce (Algharabat & Shatnawi, 2014; Algharabat & Zamil, 2013; Elliott & Speck, 2005; Liu & Arnett, 2000; Lohse et al., 2000) posit the importance of development in internet technology which often facilitate the development in product offerings, website designs, service quality, information quality and system quality which as a result enhanced the usefulness, security, playfulness and ease of use of websites.

E-commerce sales in the Middle East continue to grow (Algharabat & Shatanawi, 2014). Therefore, the estimated number of internet users in the Middle East reached 90 Million by 2013 (Algharabat & Shatanawi, 2014). Accordingly, Jordan is one of the Middle East countries which has 69% penetration rate for internet usage in 2013 (Algharabat & Shatanawi, 2014). Furthermore, the size of e-shopping in Jordan is increasing since Jordan is characterized with a high percentage of youth (Algharabat & Shatanawi, 2014).

In an attempt to create distinguished online consumers’ experiences, e-retailers continue to improve and differentiate their website features to affect how users feel, think and do toward online products and/or websites stores (Hess, 2005; Lohse et al., 2000; Fiore et al., 2005a, b). In particular, online retailers employ three dimensional (3D) technology and visual images to enhance consumer responses such as hedonic values (Algharabat & Abu-ElSamen, 2013; Algharabat & Dennis, 2010b), utilitarian values (Algharabat & Dennis, 2012; Algharabat & Dennis, 2010b; Algharabat & Abu-ElSamen, 2013; Algharabat & Shatanawi, 2014), trust (Algharabat, 2014c) and satisfaction (Algharabat & Abu-ElSamen, 2013; Algharabat & Zamil, 2013).

The nature of engaging experiences explained by Pine and Gilmore’s (1999) findings which posit that consumption experiences are enhanced by entertainment, educational, escapist, and esthetic experiences (4Es). Based on the different types of experiences (such as feel, think and do), e-shoppers expect to engage in such experiences (Pine & Gilmore, 1999; Postrel, 2003). This suggests that, for 3D product presentation to facilitate consumer’s experiences, more attention should be placed on website features in order to facilitate purchase decisions and to achieve an enjoyable shopping.

Therefore, this chapter aims to link the impact of 3D product virtual experience on consumption engaging experiences (4Es; entertainment, educational, escapist, and esthetic experiences) which in turn impacts product knowledge and experiential values.

Key Terms in this Chapter

3D Product Experience: A psychological state in which virtual objects presented in 3D are perceived by consumers as actual objects, which convey to customers relevant product information that helps them in understanding and evaluating the quality and performance of products sold online.

Product Knowledge: Information provided by the 3D product presentation which facilities users’ decision making.

Virtual Product Experience: A virtual online experience that users can have while navigating a 3D product presentation, which aims to simulate direct product experiences (i.e., conventional in-store experience) and often enhances diagnosticity, authenticity, compatibility, flow and enjoyment”.

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