How Automotive 3D Interactive Display Marketing Affects Consumers’ Intention to Buy Cars

3D interactive display marketing is a marketing method that uses 3D interactive technology and three-dimensional display scenes to facilitate interaction between people and display content. This approach has been widely used in online retail and is very popular in China’s automotive industry. The automobile industry tries to solve the severe issue of potential client loss in the automotive sector by using 3D interactive display marketing to persuade consumers to buy cars. However, it’s still unclear whether and how 3D interactive display marketing in the automobile sector might alter consumers’ inclination to buy cars. To address this issue, this study collected data through experiments and questionnaires and used a structural equation model to explore how automotive 3D interactive display marketing affected consumers’ willingness to purchase cars. The study established a model consisting of seven dimensions: information richness, information quality, interaction quality, esthetic experience, action experience, emotional experience, and willingness to purchase. The findings of this study can provide reference for producers and sellers in the automotive industry, promote the better application of automotive 3D interactive display marketing in the sector, and reduce potential loss of automotive customer.