Consumer responses to 3D experiences: the role of enjoyment, surprise, and augmentation quality

Simoni F. Rohden (), Dmitry Subbotin () and Lélis Balestrin Espartel ()
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Simoni F. Rohden: NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa
Dmitry Subbotin: NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa
Lélis Balestrin Espartel: IADE – Universidade Europeia

Journal of Marketing Analytics, 2025, vol. 13, issue 3, No 5, 635-644

Abstract: Abstract Brands employ various content types to create immersive consumer experiences. While prior research predominantly examines highly immersive contexts involving virtual reality devices, this study compares the effects of 2D and low-immersive 3D digital content on consumer satisfaction and purchase intentions. Across two between-subjects experimental studies (N = 339), findings confirm that 3D content significantly enhances satisfaction and purchase intentions compared to 2D content. Mediation analyses highlight the critical roles of surprise, enjoyment, and perceived augmentation quality in shaping consumer responses. These insights evidence the strategic value of integrating immersive digital experiences into marketing efforts. Notably, even without augmented or virtual reality devices, 3D content fosters positive brand outcomes in online settings. Furthermore, this study demonstrates the potential of 3D videos to evoke positive emotions and influence consumer behavior.

Keywords: Customer experience; Computer-mediated communication; Advertisement; Online consumer behavior (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41270-025-00394-7

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