Using authentic 3D product visualisation for an electrical online retailer

This study aims to investigate the effects of authentic three dimensional (3D) product visualisation on consumers’ virtual experience. Particularly, we investigate the antecedents and consequences of authentic 3D product simulation. A hypothetical retailer website presents a variety of laptops which allow participants to control the content and form of the 3D flash. The 3D flash permits participants to change the colour of the laptop and see it with animated colours. Also it allows them to get actual and perceived information about the laptop features and attributes. Our definition and measurement scale of 3D authenticity construct is suitable and convenient for academics and practitioners interested in using 3D simulation in the online retail context. Control and animated colours represent the main antecedents of authenticity. Moreover, experiential and instrumental values represent the main consequences of 3D authenticity. The proposed conceptual model achieves acceptable fit and the hypothesised paths are all valid.