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The Role of Virtual Experience in Consumer Learning
Author(s) -
Li Hairong,
Daugherty Terry,
Biocca Frank
Publication year - 2003
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp1304_07
Subject(s) - affordance , product (mathematics) , visualization , proposition , product category , computer science , human–computer interaction , psychology , advertising , artificial intelligence , business , mathematics , epistemology , philosophy , geometry
Through a series of studies designed to explore important aspects of virtual experience, a new type of product affordances—virtual affordances—is proposed and tested empirically. In addition, the existing geometric and material product taxonomy is extended to include mechanical products within the classification structure. Utilizing these new concepts, 3‐D product visualization is compared with traditional 2‐D product representations and television advertising. The results largely support the proposition that 3‐D product visualization is capable of influencing brand attitude and purchase intention for geometric and mechanical products within e‐commerce environments.