The effect of 3-D product visualisation on the strength of brand attitude
Ki-Young Lee
Rochester Institute of Technology
Hairong Li
Michigan State University
Steven M. Edwards
Southern Methodist University
Introduction
As a form of rich media advertising, three-dimensional (3-D) product visualisation technology represents a fundamentally different way of presenting products online. Prior research indicates that virtual product interactions via 3-D product visualisation outperform indirect product experience via 2-D pictorial online presentations in product knowledge, brand attitude and purchase intention (Edwards & Gangdharbatla 2001; Li et al. 2001, 2002, 2003; Schlosser 2003). Moreover, recent work by Daugherty et...