Impact of Three-Dimensional (3D) Advertising on Purchase Decision: The Role of Presenting on Various Product Categories (Geometric and Material)

Subject Areas : مدیریت

Kamal Ghalandari ¹ , Kambiz Heidarzadeh Hanzaee ²

1 - Leccher , Department of Management, Payame Noor University, Tehran , Iran
2 - Associate Professor ,Department of Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

Received: 2017-09-21 Accepted : 2017-09-21 Published : 2017-08-23

Keywords: Three-dimensional Advertising, Purchase Decision, Presence, Geometric Products, Material Products,

Abstract :

By creating compelling online virtual experiences with products, advertisers can potentially enhance information value of the provided product, encourage consumers for an active shopping experience, increase number of visitors for a site through unique and repeat traffic and ultimately create a competitive online advantage. Therefore, it seems necessary developing knowledge moving toward online multi-sensory experiences due to progress of developing computer technology. So aim of this study is to develop knowledge about virtual experience of consumers by testing the relationship between three-dimensional advertising and purchase decision, by considering the intermediary role of presenting on geometric and material products. There were conducted independent sample t-tests to test the hypothesis, in order to compare average differences between three-dimensional and two-dimensional terms for each dependent variable. Eventually, results of two separate in vitro studies show that three-dimensional advertising is more coordinately able to enhance presence sense than two-dimensional advertising. They will affect on aspects of purchase decision by varying degrees including product knowledge, attitude to brand and purchase intent of consumers. In addition, such a virtual experience can transform experience features to search ones; thereby, it reduces the perceived risk before purchasing in e-commerce.