| Summary: | 碩士 === 明新科技大學 === 企業管理研究所 === 99 === Recently, 3D rotation technology is gradually implemented to online product display. 3D rotation interface is more interactive and entertainment than 2D interface. Prior to purchase, consumers need information regarding product attributes, such as shape, texture, and weight, to made product judgment, However, in the virtual environment, product cannot be evaluated via touch that may result in information gap or trade dispute between buyers and sellers. Thus, this research interest whether 3D rotation is more helpful for product evaluation than 2D interface. In other words, the purpose of this study is to explore that effect of 3D rotation interface on product evaluation under different contexts including product category and individual difference.
Experimental method is used in this study. There are two experimental designs to examine the hypothesis. STUDY 1 employs 2 (product category: geometric product vs. material product) ×2 (product representation: 2D vs. 3D rotation) two factors mix experimental design. The results showed that participants were more agreement with perceived usefulness and attitude when material product was presented via 3D rotation interface than when geometric product was presented via 3D rotation interface.
STUDY 2 employs 2 (NFT: high vs. low) ×2 (product representation: 2D vs. 3D rotation) two factors mix experimental design. The results found that participants with high NFT agreed more with perceived usefulness, perceived enjoyment and attitude when material product was illustrated via 3D rotation display that those with low NFT.
|
|---|
