| Autor: |
Gabriele, Pizzi, Daniele, Scarpi, Vannucci, Virginia, Anne, Roggeveen |
| Přispěvatelé: |
Gabriele Pizzi, Daniele Scarpi, Virginia Vannucci, Anne Roggeveen |
| Jazyk: |
angličtina |
| Rok vydání: |
2021 |
| Předmět: |
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| Popis: |
Online retailers are increasingly adopting 3D digital twins instead of 2D pictures on their e-commerce webpages. This research compares the effect of 3D vs. 2D pictures on consumers’ perceptions and future intentions toward an e-tailer. We advance that 3D pictures increase consumers’ intentions to patronize the e-tailer as mediated by telepresence, perceived control and attitude change. Furthermore, we address the role of two potential moderators: shopping values (functional vs. experiential) and level of preference articulation (preference matching vs. building). Results provide indications for marketing scholars and to practitioners to design more effective e-commerce webpages. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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