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User perceptions of 3D online store designs: an experimental investigation

Author

Listed:
  • Ioannis Krasonikolakis

    (University of Kent)

  • Adam Vrechopoulos

    (Athens University of Economics and Business)

  • Sergios Dimitriadis

    (Athens University of Economics and Business, Greece)

  • Nancy Pouloudi

    (Athens University of Economics and Business)

Abstract

The increasing adoption of three-dimensional (3D) virtual reality technologies in business practices requires an interdisciplinary research approach to study their effect. In this paper we investigate the effects of different 3D online store layouts on user perceptions in the e-retailing context. We build on recent research on store atmosphere that classifies store layouts in 3D environments as “avant-garde”, “warehouse”, “pragmatic”, “boutique” and “department”. Reflecting the dual identity of individuals as both consumers visiting virtual stores and users interacting with graphical user interfaces, we employ key constructs from both the marketing and the information systems literature to build our research model. The study measures how Perceived Usefulness, Perceived Ease of Use, Merchandise Quality Perception and Store Perception vary across the distinct store layouts. We employ a laboratory experiment in the apparel industry to test our model. Our results show that the layouts lead to different perceptions, although the consumers’ Shopping Motivation does not moderate this effect. Building on the differences found on store layout effects on user/consumer behavior in the 3D online context, the paper discusses relevant research and practical implications.

Suggested Citation

  • Ioannis Krasonikolakis & Adam Vrechopoulos & Sergios Dimitriadis & Nancy Pouloudi, 2021. "User perceptions of 3D online store designs: an experimental investigation," Information Systems and e-Business Management, Springer, vol. 19(4), pages 1321-1354, December.
    • Handle: RePEc:spr:infsem:v:19:y:2021:i:4:d:10.1007_s10257-021-00542-3
    DOI: 10.1007/s10257-021-00542-3
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