This paper proposes a model that traces how certain characteristics of 3-D interface influence users’ virtual product experience (VPE) and their intention to return to the same website mediated by their attitude towards such interface and online purchasing. Three characteristics, i.e., virtual involvement, virtual affordance, and virtual presence, are investigated and incorporated into the research model. Findings from the empirical study reveal that virtual affordance and virtual presence contribute to user’s attitude towards the interface, and virtual involvement and virtual presence contribute to user’s attitude towards online purchasing. Users’ attitude towards online purchasing is a significant predicator to their intention to return to the website. This paper offers some insights into how interface design can guide consumer decision-making in an online environment.
Wang, Y. Ken and Datta, Pratim, "Decomposition of Virtual Product Experience in Consumer Online Purchasing - A Preliminary Study" (2009). AMCIS 2009 Proceedings. 532.