| Summary: | 碩士 === 銘傳大學 === 企業管理學系 === 106 === The marble design industry makes usage of several techniques for showing their customers the design of the products they want. Two of the newest ways of representing marble products are 3D Renders and Virtual Reality representations. The first one is the most used and offers clarity in a simple and straightforward way. The second one is still very new in the marble industry, especially in Mexico. It offers a new experience with a high level of telepresence but it’s costlier, requires more time to make and some customers still find it confusing. Both types of representations studied here have different levels of interactivity, richness, telepresence and easiness, all of these factors have different influence in Purchase intentions and Attitude towards the product. The purpose of this study is to better understand those relations and to discover if there are other alternative factors that also affect the consumer behavior such as the attitude of the seller and the experience or type of customer asking for the design. This can allow the marble factory to reconsider priorities in order to save resources and time. Since this is an exploratory study, no hypothesis are trying to be proved. An experiment was held by showing 3D representations of two marble products to 25 people, and Virtual Representations of the same two products to another 25 people. After that, a questionnaire was held to each of the respondents. All of them are Mexican male and female between the ages of 26 to 65. The results showed that even though Virtual Reality has a higher level of interactivity and telepresence, it is not necessarily perceived as richer as simple 3D render. 3D render also has a higher level of Easiness, and it's easier to manipulate and understand. Also, some factors such as the extraversion of the seller and the experience of the costumer affects the purchase intentions and the attitude towards the product. Nevertheless, some limitations of this study include that the exposition of Mexican consumers to virtual reality might be different from other countries and also, a bigger sample size or a different product elected could change the results of the study. This study’s results are expected to help the marble industry in the city of Leon, Mexico, to adopt and adapt to new ways of visual representation and learn more about its utilization and limitations, for the development of a more modern marble design industry in the zone.
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