Purpose This study examines how the key features of 3D fashion lookbooks – interactivity, vividness and realism – shape consumer responses by integrating the technology acceptance model (TAM) with the stimulus-organism-response (S-O-R) framework. It explores how the digital stimuli influence perceived usefulness, ease of use and enjoyment, which then affect attitudes and behavioral intentions. Design/methodology/approach An online survey of 524 US participants was conducted using a real 3D fashion lookbook interface. Structural equation modeling (SEM) was applied to test the proposed relationships. Findings Realism emerged as the strongest predictor of perceived usefulness and enjoyment, while interactivity significantly enhanced perceived ease of use. Vividness positively influenced usefulness and ease of use, but not enjoyment. Perceived enjoyment had the greatest impact on attitudes, which, in turn, strongly influenced behavioral intentions to reuse, explore and recommend 3D fashion lookbooks. Originality/value This study is among the first to investigate 3D lookbooks in an interactive marketing context. By combining TAM and S-O-R, it presents a structured theoretical pathway from visual/interactive features to consumer response, offering insights for both scholars and practitioners interested in interactive retail technologies.
Lin et al. (Mon,) studied this question.