Scandinavian Journal of Information Systems


Abstract. Technology is known to affect users' understanding of virtual products. We study whether also physical place in which the product images are presented affects our understanding. To study this, we conducted user tests with furniture prototypes that were presented in 3D virtual environments. We focused on user interpretations of virtual prototypes in two distinct physical places: in a fair and in a virtual environment laboratory. The results reveal that, in the laboratory, users broadly focus on technical features, whereas, in a fair, the users' main focus is on product models. The implication of our study highlights the influence of the place in virtual prototype presentations.