Better in 3D? an empirical investigation of user satisfaction and preferences concerning two-dimensional and three-dimensional product representations in business-to-consumer e-commerce

This study aimed at determining the user preferences and satisfaction concerning three-dimensional product representations in business-to-consumer electronic commerce. An experiment was designed and conducted on 20 college-age electronic shoppers to determine the user preference and satisfaction issues concerning two-dimensional (2D), three-dimensional low-interaction (3DL), and three-dimensional high-interaction (3DH) product representations. A valid and reliable survey with 0.89 Cronbach's alpha internal reliability coefficient was presented to participants after they completed tasks on each product representation type. Results indicated that participants found the 3D representations (both low and high interaction) more detailed, easier and more fun to use, more accurate, and carrying more information than 2D representations. It was concluded that 3D representations in general resulted in higher satisfaction for the shoppers. Future studies can be conducted to determine the business aspects of different product representations as well as human information visualization and processing issues relating to product representations in electronic commerce.