|Dr. Raed Algharabat||Prof. Charles Dennis||Dr. Talal Almaghrabi|
This research aims to investigate the impact of an authentic diagnostic 3D product presentation on trust, attitude and enjoyment which in return impact purchase intention. We believe that none of the previous studies linked 3D product presentation type with the online trust concept. Particularly, this article is implementing the 3D technology in the jewellery industries. In order to test our model, we designed a hypothetical retailer website which presents a variety of rings. The way we have designed our website allows users to see the presented product from different angles, rotate the product and custom design the colours of the diamond rings. Further, the designed web site allows participants to control the content and form of the 3D flashes. Our results reveal that using a well designed 3D enhances users’ enjoyment, attitudes and trust which have positive impact on purchase intention.
British Academy of Management (BAM 2012) 11–13 September 2012, Cardiff, Business School
Paper No: 664
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