ScholarWorks@동국대학교

초록

The study investigates 3D virtual advertising as it affects the online shopping environment. It examines the vividness of mental imagery as a mediator, and consumers' need for touch and product type as moderators of the effects. An experiment conducted with 207 study participants and two product types, a watch and a jacket, indicates overall that 3D advertising outperforms 2D advertising in effectiveness. The vividness of mental imagery appears to directly influence attitudes and intentions by mediating the effects of 2D versus 3D. As expected, the 3D and 2D formats consistently differed more in their effects for geometric products than for material products. Consumers' NET affected only intentions to revisit, interacting with product type and site type. For the watch product, 3D advertising is more persuasive for both high and low NET consumers. Comparatively, for the jacket product, 3D strongly impacts low-NET consumers only, but has no significant difference for high-NET study participants. (C) 2014 Elsevier Inc. All rights reserved.

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