Modelling the Impact of 3D Authenticity and 3D Telepresence on Behavioural Intention for an Online Retailer
Raed Algharabat, Charles Dennis · European retail research · 2010
This study aims to investigate the effects of three dimensional (3D) product authenticity and 3D product telepresence on consumers' behavioural intention. Particularly, we define and operationalise 3D authenticity based on the psychological state in which virtual objects presented in 3D in a computer-mediated environment are perceived as actual objects. However, to define and operationalise 3D telepresence, we follow the existing literature which emphasises on the transportation state to define consumers' virtual experience. Moreover, we investigate the effects of control and animated colours on the creation of 3D product authenticity and 3D product telepresence constructs, which in turn impact behavioural intention. A hypothetical retailer website presents a variety of laptops which allow participants to control the content and form of the 3D flash. We find that defining and operationalising virtual experience based on the 3D product authenticity concept is significantly associated with behavioural intention in comparison to the 3D telepresence construct.