Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
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The Effect of 3 Dimensional Graphics on Consumer Information Processing in Online Shopping Malls

3차원 그래픽의 활용이 온라인 쇼핑몰 소비자 정보처리 과정에 미치는 영향

  • 이영은 (브리티시 컬럼비아 대학교) ;
  • 서길수 (연세대학교 경영대학 경영학과)
  • Published : 2003.09.30
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Abstract

The purpose of this research is, first, to assess empirically web3D impacts on consumer information processing. Second, this research aimed to reveal the circumstances under which web3D impact can be maximized. To achieve the second goal, products were classified into physical dominant and information dominant products, and web3D impact was assessed on these two product categories. The laboratory experiment was adopted to compare the web3D impacts on the physical dominant products with that on the information dominant products. The result of this experiment showed that overall, web3D positively influenced consumer comprehension, memory, and attitude toward the products. In detail, for the physical dominant products, subjects significantly comprehended and memorized information better and performed positive attitude toward the products. For the information dominant products, subjects significantly comprehended and memorized better but did not perform the positive attitude toward the products. This paper explains theses results by suggesting that, overall, web3D impact is large and can be maximized when the characteristics of web3D such as interactivity, realistic display of objects support the characteristics of products that web3D represents.

Keywords

References

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