Ineractive 3D presentations and buyer behavior

Häubl, Gerald; Figueroa, Pablo

doi:10.1145/506443.506576

Cited by 8 publications

(7 citation statements)

References 7 publications

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“…The animation format of the decoy does not have a differential impact on the choice of the target. This link between animation and attraction confirms the role of animation in affecting users' preferences (e.g., Haubl & Figueroa, 2001), in this case increasing the choice of the target when it is animated, and thereby accentuating the attraction effect.…”

Section: Discussionsupporting

confidence: 69%

“…Specifically, the present data add to the little knowledge available on the effect of animated products on consumer behavior (e.g., Haubl & Figueroa, 2001), suggesting cases in which animation helps consumers make more consistent decisions and when it does not. On a practical level, animation of product display emerges as an important feature that Web developers and marketers can manipulate with predictable effects on consumers' behavior.…”

Section: General Discussion and Conclusionsupporting

confidence: 51%

“…A small second experiment was devised for the purpose of replicating this animation/attraction finding in the United States, where Internet and e-commerce sites are used more frequently than in Italy. It was shown that the presence of a virtual reality demo had a strong impact on consumers' preferences when the consumers had shopped online more frequently (Haubl & Figueroa, 2001). If animation of the target is really responsible for the increase in attraction effect when the competitor is static, the specific effect observed in Experiment 1 is expected to replicate.…”

Section: Methodsmentioning

confidence: 97%

“…The research so far suggests that an animated product presentation (immersive or nonimmersive) improves consumers' confidence, heightens their subsequent preference toward the animated brand, and increases their likelihood of choosing it (e.g., Haubl & Figueroa, 2001;Hoch & Deighton, 1989;Kim & Biocca, 1997), possibly, as indicated earlier, because it increases the product's tangibility (Koernig, 2003). Following this line of research, this work tests the possibility that the attraction effect might depend on the animation (or lack thereof) of the choice stimuli.…”

Section: Animation Of Product Representationmentioning

confidence: 99%

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Animation attracts: The attraction effect in an on-line shopping environment

et al. 2006

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Two studies examine the attraction effect-an inconsistent choice behavior typically observed when consumers are presented with two products (target and competitor), both good for different reasons, and a worse "decoy"-in the context of on-line consumer decisions with different product displays (animated or static). The experiments, with different participant populations, show that the attraction effect in an on-line shopping environment depends on the animation format of the products. Experiment 1 (with Italian participants) suggests that the attraction effect is eliminated when target and competitor are both animated and is accentuated when the target is animated and the competitor is static, regardless of whether the decoy is animated or static. Experiment 2 replicates this animation/attraction effect in the United States, where on-line shopping is more common than in Italy. The paper concludes with theoretical and practical implications for on-line shopping.

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Section: Discussionsupporting

confidence: 69%

Section: General Discussion and Conclusionsupporting

confidence: 51%

Section: Methodsmentioning

confidence: 97%

Section: Animation Of Product Representationmentioning

confidence: 99%

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Animation attracts: The attraction effect in an on-line shopping environment

et al. 2006

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“…From the research side, Haubl and Figueroa [12] at University of Alberta Edmonton has conducted several experiments to study the effects of interactive 3-D VR product presentations on buyer behavior. The following results have been achieved (Fig.…”

Section: Vr Applications In E-commercementioning

confidence: 99%

The implications of Virtual Reality technology in e-commerce

Estifaei

Rıza

Manesh

2010

2010 IEEE International Conference on Industrial Engineering and Engineering Management

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The growth of e-commerce in recent years has opened up new trade avenues for enterprises. It is clear that internet websites in this context are playing an important role as the medium of information dissemination. Many studies have been shown that 2-D representations of products are no longer impressive on websites than before, since demands for custom-designed products are rapidly increasing. In the consideration of the industrial equipments, this situation becomes more important since such equipments are costly to buy. Due to advent of high-speed network and advance in computer graphics, the Virtual Reality (VR) technology emerged as alternative way to resolve problems inherent to the conventional methods by improving presentation ability and flexibility for customers. In this paper, typical motivations are presented to highlight why and how e-commerce can benefit from VR applications. Representative VR applications and potentials are presented in the areas of industrial equipment producers.

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