User perceptions of 3D online store designs: an experimental investigation

Ioannis Krasonikolakis (), Adam Vrechopoulos (), Sergios Dimitriadis () and Nancy Pouloudi ()
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Ioannis Krasonikolakis: University of Kent
Adam Vrechopoulos: Athens University of Economics and Business
Sergios Dimitriadis: Athens University of Economics and Business, Greece
Nancy Pouloudi: Athens University of Economics and Business

Information Systems and e-Business Management, 2021, vol. 19, issue 4, No 7, 1354 pages

Abstract: Abstract The increasing adoption of three-dimensional (3D) virtual reality technologies in business practices requires an interdisciplinary research approach to study their effect. In this paper we investigate the effects of different 3D online store layouts on user perceptions in the e-retailing context. We build on recent research on store atmosphere that classifies store layouts in 3D environments as “avant-garde”, “warehouse”, “pragmatic”, “boutique” and “department”. Reflecting the dual identity of individuals as both consumers visiting virtual stores and users interacting with graphical user interfaces, we employ key constructs from both the marketing and the information systems literature to build our research model. The study measures how Perceived Usefulness, Perceived Ease of Use, Merchandise Quality Perception and Store Perception vary across the distinct store layouts. We employ a laboratory experiment in the apparel industry to test our model. Our results show that the layouts lead to different perceptions, although the consumers’ Shopping Motivation does not moderate this effect. Building on the differences found on store layout effects on user/consumer behavior in the 3D online context, the paper discusses relevant research and practical implications.

Keywords: 3D online store design; Store perception; Electronic retailing; Experimental design (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/s10257-021-00542-3

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