The Impact of Virtual Manipulatives and Information Control on the Attitude of Consumers Toward 3D Virtual Products

MUIR > Seminar > 2011 International Conference on Management Learning and Business Technology Education > Item 987654321/1049

Please use this identifier to cite or link to this item: http://ir.meiho.edu.tw/ir/handle/987654321/1049

Title:	The Impact of Virtual Manipulatives and Information Control on the Attitude of Consumers Toward 3D Virtual Products
Authors:	Wu-Yuin Hwang;Jung-Lung Hsu
Contributors:	Graduate School of Network Learning Technology, NCU, Taiwan;Department of Information Management, Kainan University, Taiwan Email Address of Contact Author: [email protected]
Keywords:	Product presentation;Web3D;Shopping enjoyment;Patronage intention
Date:	2011-04
Issue Date:	2011-07-12
Abstract:	Participants who have not been exposed to 3D representations of products online may simply be more curious than if the product was presented in 2D format. Besides, while combining Uncertainty Reduction Theory and Cognitive Load Theory, this study also considered that informative control is a critical factor along with visual and functional control in 3D interactive online settings. In this study two laboratory experiments were conducted with 33 participants recruited. The first experiment was to compare the effects of level of interactivity, whereas the last was to compare the effects of affordance of informative control. Our findings indicated that except their perceptions of patronage intention, participants considered no difference in attitude toward the products been demonstrated and shopping enjoyment in a fully 3D-to-3D comparison. However, while providing informative control, participants had higher perceptions of attitude toward the products, shopping enjoyment and patronage intention than their counterparts who had not such support.
Appears in Collections:	[Seminar] 2011 International Conference on Management Learning and Business Technology Education

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