Human Computer Interaction


As increasing number of consumers take their business on-line, retailers try to gain competitive advantage through innovativedesign of their electronic storefronts. In the last few years, more and more three dimensional online stores (3D) have becomean alternative to the more traditional two dimensional ones (2D). The goal of this study is to examine the influence ofshopping website design (3D vs. 2D websites) on consumer’s intention to buy online. We draw from research in electroniccommerce, web-site design, technology acceptance and psychology, and propose a model that seeks to explain the influenceof online store front design on shopping outcomes through of such mediators as user perceptions and cognitive absorption.The proposed model offers useful insights to researchers and practitioners alike.