Title: Modelling the impact of 3D product presentation on online behaviour

Authors: Raed S. Algharabat; Amjad A. Abu-ElSamen

Addresses: Faculty of Business, Department of Marketing, The University of Jordan, Amman, 11192, Jordan ' Faculty of Business, Department of Marketing, The University of Jordan, Amman, 11192, Jordan

Abstract: This research aims to investigate the impact of an authentic diagnostic three-dimensional (3D) product presentation on trust, attitude and enjoyment, which in return impact purchase intention. This research believes that none of the previous studies linked an authentic diagnostic 3D product presentation type with the online trust concept. Particularly, this article implements the 3D technology in the jewellery industries. In order to test the proposed model, this research designed a hypothetical retailer website which presents a variety of diamond rings. The way this research designed the hypothetical website allows users to see the presented product from different angles, rotate the product and custom design the colours of the rings. Further, the designed web site allows participants to control the content and form of the 3D flashes. Results reveal that using a well-designed authentic diagnostic 3D enhances users' enjoyment, attitudes and trust, which have a positive impact on purchase intention.

Keywords: 3D product presentation; online trust; attitude; enjoyment; purchase intention; online behaviour; authenticity; diagnosticity; interactivity; vividness; electronic marketing; electronic retailing; e-tailing; jewellery industry; product design; custom design; retailer websites; diamond rings; consumer behaviour; online shopping.

DOI: 10.1504/IJEMR.2013.052891

International Journal of Electronic Marketing and Retailing, 2013 Vol.5 No.3, pp.242 - 264

Received: 05 Oct 2012
Accepted: 20 Dec 2012

Published online: 05 Jul 2014 *

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