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

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.