THE EFFECTS OF IMAGE INTERACTIVITY THCHNOLOGY ON ONLINE CONSUMER BEHAVIOR

• Main Authors: Yu-Ying Huang, 黃煜穎
• Other Authors: Hao-Erl Yang
• Format: Others
• Language: en_US
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/88330956089135612463

碩士 === 大同大學 === 事業經營學系(所) === 94 === Marketing has changed dramatically due to the development of the Internet. Growing online competition of Internet technology has bolstered the expansion of website features, so consumers have eager to newest interactivity and products display methods. E-commercial websites supply consumers with 3D products browsing in real time and 3D Internet computer games, which are all interactivity and 3D display application of Internet multimedia. Virtual modeling is a more advanced technology. It not only emphasizes real time display in 3D space that can bring users more intuitive and realistic feeling but also enables the consumer to choose from a variety of models, differing in gender, body proportion, height and face features similar to those of customers to customized a 3D visual model. This study tries to use this virtual experience to simulate actual shopping experience. This study explores the effects of virtual experience of teleprsence created by interacting with a Website and adds experience value (hedonic value and utilitarian value), perceived risk on consumer responses (purchasing intension and rebrowsing intension). Structural equation modeling (SEM) with AMOS 5.0 was used to evaluate the relationship among the constructs in the model and test the proposed hypotheses. The research subjects in this study are those who have experience in surfing on the website. We let this subjects experience “dressing room” of the online retailer(http://www.landsend.com/). Consumers can use this virtual try-on technology online without trying by them and explore the effects of this image interactivity technology on consumer responses. Results of this study are: (1) Telepresence had the significant indirect effect on consumer response variables. This means that both interactivity and vividness contribute to create a sense of telepresence. Moreover, these media characteristics truly can create attractions and then convince consumers to buy. It suggests marketer should take advantage of 3D software (e.g., Flash and Java ) so a virtual product experience can similar to a direct product experience. (2) Utilitarian value had the significant direct effect on willingness to purchase from the online store. It tells web site developers to take extra care in ensuring that IIT allows the customer to gather complete and accurate information about product. (3) Hedonic value had the significant direct effect on willingness to rebrowse the online store. It suggests that website developer should incorporated more interactivity, including image interactivity that provide more complete sensory and experiential information about the products as well as enjoying entertainment.