Skip to main content
SpringerLink
Log in

User perceptions of 3D online store designs: an experimental investigation

  • Original Article
  • Published:
Information Systems and e-Business Management Aims and scope Submit manuscript

Abstract

The increasing adoption of three-dimensional (3D) virtual reality technologies in business practices requires an interdisciplinary research approach to study their effect. In this paper we investigate the effects of different 3D online store layouts on user perceptions in the e-retailing context. We build on recent research on store atmosphere that classifies store layouts in 3D environments as “avant-garde”, “warehouse”, “pragmatic”, “boutique” and “department”. Reflecting the dual identity of individuals as both consumers visiting virtual stores and users interacting with graphical user interfaces, we employ key constructs from both the marketing and the information systems literature to build our research model. The study measures how Perceived Usefulness, Perceived Ease of Use, Merchandise Quality Perception and Store Perception vary across the distinct store layouts. We employ a laboratory experiment in the apparel industry to test our model. Our results show that the layouts lead to different perceptions, although the consumers’ Shopping Motivation does not moderate this effect. Building on the differences found on store layout effects on user/consumer behavior in the 3D online context, the paper discusses relevant research and practical implications.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

References

  • Ahn T, Ryu S, Han I (2007) The impact of web quality and playfulness on user acceptance of online retailing. Inf Manag 44(3):263–275

    Google Scholar 

  • Algharabat R, Alalwan AA, Rana PN, Yogesh DK (2017) Three dimensional product presentation quality antecedents and their consequences for online retailers: the moderating role of virtual product experience. J Retail Consum Serv 36:203–217

    Google Scholar 

  • Barros LBL, Petroll MdLM, Damacena C, Knoppe M (2019) Store atmosphere and impulse: a cross-cultural study. Int J Retail Distrib Manag 47(8):817–835. https://doi.org/10.1108/IJRDM-09-2018-0209

    Article  Google Scholar 

  • Babin BJ, Darden WR, Griffen M (1994) Work and/or fun: measuring hedonic and utilitarian shopping value. J Consum Res 20:644–656

    Google Scholar 

  • Baker J, Grewal D, Parasuraman A (1994) The influence of store environment on quality inferences and store image. J Acad Mark Sci 22(4):328–339

    Google Scholar 

  • Baker J, Parasuraman A, Grewal D, Voss GB (2002) The influence of multiple store environment cues on perceived merchandise value and patronage intentions. J Mark 66(2):120–141

    Google Scholar 

  • BBC News (2009). What happened to Second Life? Report by Hansen, L. Published on 20 November 2009. http://news.bbc.co.uk/2/hi/8367957.stm. Accessed 20 Jan 2018

  • Bhandari U, Chang K, Neben T (2019) Understanding the impact of perceived visual aesthetics on user evaluations: an emotional perspective. Inf Manag 56(1):85–93

    Google Scholar 

  • Bonetti F, Warnaby G, Quinn L (2018) Augmented reality and virtual reality in physical and online retailing: a review, synthesis and research agenda. In: Jung T, tom Dieck M (eds) Augmented reality and virtual reality. Springer, pp 119–132

    Google Scholar 

  • Bououd I, Skandrani SR, Boughzala I, Makhlouf M (2016) Impact of object manipulation, customization and social loafing on competencies management in 3D Virtual Worlds. Inf Syst Front 16(6):1191–1203

    Google Scholar 

  • Byram A (2021) A study on customer perception and attitude towards 3d virtual reality shopping. Inf Technol Indu 9(1):1329–1342

    Google Scholar 

  • Caboni F, Hagberg J (2019) Augmented reality in retailing: a review of features, applications and value. Int J Retail Distrib Manag 47(11):1125–1140. https://doi.org/10.1108/IJRDM-12-2018-0263

    Article  Google Scholar 

  • Chen L, Gillenson ML, Sherrell DL (2002) Enticing online consumers: an extended technology acceptance perspective. Inf Manag 39:705–719

    Google Scholar 

  • Childers T, Christopher C, Peck J, Carson S (2001) Hedonic and utilitarian motivations for online retail shopping behavior. J Retail 77(4):511–535

    Google Scholar 

  • Computer Weekly (2008) A second life for virtual worlds? Report by Jennings, C. 24 November 2008. http://www.computerweekly.com/feature/A-second-life-for-virtual-worlds. Accessed 20 Jan 2018

  • Cyr D, Head M, Ivanov A (2006) Design aesthetics leading to m-loyalty in mobile commerce. Inf Manag 43(8):950–963

    Google Scholar 

  • Dailey L (2004) Navigational web atmospherics: explaining the influence of restrictive navigation cues. J Bus Res 57(7):795–803

    Google Scholar 

  • Davis FD (1989) Perceived usefulness, perceived ease of use and user acceptance of information technology. MIS Q 13(2):319–339

    Google Scholar 

  • Dou H, Tanaka J (2020) A mixed-reality shop system using spatial recognition to provide responsive store layout. In: Chen JYC, Fragomeni G (eds) Virtual, augmented and mixed reality: design and interaction. HCII 2020. Lecture notes in computer science, vol 12190. Springer, Cham

    Google Scholar 

  • Elias J (2017) Google tries its AR and VR efforts out on the retail sector with virtual shopping tech, Silicon Valley Business Journal, May 18, 2017. https://www.bizjournals.com/sanjose/news/2017/05/18/google-ar-vr-virtual-shopping-gap-bmw.html. Accessed 20 Jan 2018

  • Escobar-Rodríguez T, Bonsón-Fernández R (2017) Analysing online purchase intention in Spain: fashion e-commerce. IseB 15(3):599–622. https://doi.org/10.1007/s10257-016-0319-6

    Article  Google Scholar 

  • Fornell C, Larcker DF (1981) Evaluating structural equation models with unobservable variables and measurement error. J Mark Res 18(1):39–50

    Google Scholar 

  • Gardner MP, Siomkos GJ (1985) Toward a methodology for assessing effects of in-store atmospherics. Adv Consum Res 13:27–31

    Google Scholar 

  • Garnier M, Poncin I (2019) Do enriched digital catalogues offer compelling experiences, beyond websites? A comparative analysis through the IKEA case. J Retail Consum Serv 47:361–369

    Google Scholar 

  • Geissler GL (2001) Building customer relationships online: the website designers’ perspective. J Consum Mark 18(6):488–502

    Google Scholar 

  • Griffith D (2005) An examination of the influences of store layout in online retailing. J Bus Res 58(10):1391–1396

    Google Scholar 

  • Hair JF Jr, Anderson RE, Tatham RL, Black WC (1998) Multivariate data analysis, 5th edn. Prentice Hall International, London

    Google Scholar 

  • Hashmi HBA, Shu C, Haider SW (2020) Moderating effect of hedonism on store environment-impulse buying nexus. Int J Retail Distrib Manag 48(5):465–483. https://doi.org/10.1108/IJRDM-09-2019-0312

    Article  Google Scholar 

  • Hewawalpita S, Perera I (2017) Effect of 3D product presentation on consumer preference in e-commerce. In: Engineering Research Conference (MERCon), 29–31 May 2017 Moratuwa, Sri Lanka, pp 485–490

  • Hollebeek DL, Clark MK, Andreassen WT, Sigurdsson V, Smith D (2020) Virtual reality through the customer journey: Framework and propositions. J Retail Consum Serv 55

  • Jang JY, Baek E, Choo HJ (2018) Managing the visual environment of a fashion store: effects of visual complexity and order on sensation-seeking consumers. Int J Retail Distrib Manag 46(2):210–226. https://doi.org/10.1108/IJRDM-03-2017-0050

    Article  Google Scholar 

  • Kang HJ (2017) Designing next generation marketplace: The effect of 3D VR store interface design on shopping behavior. Virtual Reality IEEE:411–412

  • Kang J, Park-Poaps H (2010) Hedonic and utilitarian shopping motivations of fashion leadership. J Fash Mark Manag 14:312–328

    Google Scholar 

  • Kang HJ, Shin J-h, Ponto K (2020) How 3D virtual reality stores can shape consumer purchase decisions: the roles of informativeness and playfulness. J Interact Mark 49:70–85

    Google Scholar 

  • Kerin RA, Jain A, Howard DJ (1992) Store shopping experience and consumer price-quality-value perceptions. J Retail 68:376–397

    Google Scholar 

  • Kim S, Baek TH, Yoon S (2020) The effect of 360-degree rotatable product images on purchase intention. J Retail Consum Serv 55:102062. https://doi.org/10.1016/j.jretconser.2020.102062

    Article  Google Scholar 

  • Kim J, Fiore MA, Lee HH (2007) Influences of online store perception, shopping enjoyment, and shopping involvement on consumer patronage behavior towards an online retailer. J Retail Consum Serv 14:95–107

    Google Scholar 

  • Koutsiouris V, Vrechopoulos A, Doukidis G (2016) Classifying, profiling and predicting user behavior in the context of location based services. J Electron Commer Res 17(4):339–356

    Google Scholar 

  • Krasonikolakis I, Pouloudi N, Vrechopoulos A, Dimitriadis S (2018) Store layout effects on consumer behavior in 3D online stores. Eur J Mark 52(5/6):1223–1256. https://doi.org/10.1108/EJM-03-2015-0183

    Article  Google Scholar 

  • Krasonikolakis I, Vrechopoulos A, Pouloudi A (2014) Store selection criteria and sales prediction in virtual worlds. Inf Manag 51:641–652. https://doi.org/10.1016/j.im.2014.05.017

    Article  Google Scholar 

  • Krasonikolakis I, Vrechopoulos A, Pouloudi A (2010) Defining, applying and customizing store atmosphere in virtual reality commerce: back to basics? Int J E-Serv Mob Appl 3(2):59–72

    Google Scholar 

  • Krishnaraju V, Mathew SK, Sugumaran V (2016) Web personalization for user acceptance of technology: an empirical investigation of E-government services. Inf Syst Front 18(3):579–595

    Google Scholar 

  • Kumar A, Kashyap AK (2018) Leveraging utilitarian perspective of online shopping to motivate online shoppers. Int J Retail Distrib Manag 46(3):247–263. https://doi.org/10.1108/IJRDM-08-2017-0161

    Article  Google Scholar 

  • Ladhari R, Souiden N, Dufour B (2017) The role of emotions in utilitarian service settings: the effects of emotional satisfaction on product perception and behavioral intentions. J Retail Consum Serv 34:10–18

    Google Scholar 

  • Lai JY, Ulhas KR, Lin LD (2014) Assessing and managing e-commerce service convenience. Inf Syst Front 16(2):273–289

    Google Scholar 

  • Lee C-H, Wu JJ (2017) Consumer online flow experience: the relationship between utilitarian and hedonic value, satisfaction and unplanned purchase. Ind Manag Data Syst 117(10):2452–2467

    Google Scholar 

  • Lee Y, Kozar KA, Larsen KR (2003) The technology acceptance model: Past, present, and future. Commun Assoc Inf Syst 12:752–780

    Google Scholar 

  • Levy M, Weitz AB (2004) Retailing management, 5th edn. McGraw-Hill/Irwin, New York

    Google Scholar 

  • Lightner N, Bose I, Salvendy G (1996) What is wrong with the world wide web? A diagnosis of some problems and prescription of some remedies. Ergonomics 39(8):995–1004

    Google Scholar 

  • Li Z, Ma R, Obuchi K, Liu B, Cheng K, Masuko S, Tanaka J (2020) Augmented reality shopping system through image search and virtual shop generation. In: Yamamoto S, Mori H (eds) Human interface and the management of information: designing information. HCII 2020. Lecture notes in computer science, vol 12184. Springer, Cham

    Google Scholar 

  • Lin X, Featherman M, Brooks SL, Hajli N (2018) Exploring gender differences in online consumer purchase decision making: an online product presentation perspective. Inf Syst Front 21(5):1187–1201

    Google Scholar 

  • Lin S-W, Lo LY-S (2016) Evoking online consumer impulse buying through virtual layout schemes. Behav Inf Technol 35(1):38–56

    Google Scholar 

  • Loupiac P, Goudey A (2019) How website browsing impacts expectations of store features. Int J Retail Distrib Manag 48(1):92–108. https://doi.org/10.1108/IJRDM-07-2018-0146

    Article  Google Scholar 

  • Loureiro SMC, Guerreiro J, Eloy S, Langaro D, Panchapakesan P (2019) Understanding the use of virtual reality in marketing: a text mining-based review. J Bus Res 100(July):514–530

    Google Scholar 

  • Luna-Nevarez C, McGovern E (2021) The rise of the virtual reality (VR) marketplace: exploring the antecedents and consequences of consumer attitudes toward V-commerce. J Internet Commerce 20(2):167–194

    Google Scholar 

  • Manganari E, Siomkos G, Rigopoulou I, Vrechopoulos A (2011) Virtual store layout effects on consumer behavior: applying an environmental psychology approach in the online travel industry. Internet Res 21(3):326–346

    Google Scholar 

  • Manganari E, Siomkos G, Vrechopoulos A (2009) Store atmosphere in web retailing. Eur J Mark Spec Issue E-Tailing 43(9):1140–1153

    Google Scholar 

  • Mikalef P, Giannakos MN, Pappas IO (2017) Designing social commerce platforms based on consumers’ intentions. Behav Inf Technol 36(12):1308–1327

    Google Scholar 

  • Mummalaneni V (2005) An empirical investigation of Web site characteristics, consumer emotional states and on-line shopping behaviors. J Bus Res 58(4):526–532

    Google Scholar 

  • Novak T, Hoffman P, Donna L, Yung Y-F (2000) Measuring the customer experience in online environments: a structural modeling approach. Mark Sci 19(1):22–42 (Special Issue on Marketing Science and the Internet)

    Google Scholar 

  • Oh J, Fiorito S, Cho H, Hofacker C (2008) Effects of design factors on store image and expectation of merchandise quality in web-based stores. J Retail Consum Serv 15:237–249

    Google Scholar 

  • Pandey S, Chawla D (2018) Online customer experience (OCE) in clothing e-retail: exploring OCE dimensions and their impact on satisfaction and loyalty—Does gender matter? Int J Retail Distrib Manag 46(3):323–346. https://doi.org/10.1108/IJRDM-01-2017-0005

    Article  Google Scholar 

  • Papagiannidis S, Pantano E, See-To EWK, Dennis C, Bourlakis M (2017) To immerse or not? Experimenting with Two Virtual Retail Environments. Inf Technol People 30(1):163–188. https://doi.org/10.1108/ITP-03-2015-0069

    Article  Google Scholar 

  • Park C-H, Kim Y-G (2003) Identifying key factors affecting consumer purchase behavior in an online shopping context. Int J Retail Distrib Manag 31(1):16–29

    Google Scholar 

  • Park H, Kim S (2021) Do augmented and virtual reality technologies increase consumers’ purchase intentions? The role of cognitive elaboration and shopping goals. Cloth Text Res J (article first published online, February 16, 2021)

  • Perannagari KT, Chakrabarti S (2019) Factors influencing acceptance of augmented reality in retail: insights from thematic analysis. Int J Retail Distrib Manag 48(1):18–34. https://doi.org/10.1108/IJRDM-02-2019-0063

    Article  Google Scholar 

  • Petroff A (2017) Smaller stores and virtual reality: Is this the future of Ikea? CNN. http://money.cnn.com/2017/06/15/technology/ikea-small-stores-online-sales/index.html. Accessed 15 June

  • Piris Y, Guibert N (2019) Variety perception and attitude toward digital assortments. Int J Retail Distrib Manag 47(12):1353–1363. https://doi.org/10.1108/IJRDM-09-2018-0200

    Article  Google Scholar 

  • Pizzi G, Vannucci V, Aiello G (2020) Branding in the time of virtual reality: Are virtual store brand perceptions real? J Bus Res 119(October):502–510

    Google Scholar 

  • Porter M, Heppelmann J (2017) Why every organization needs an augmented reality strategy. Harvard Bus Rev, November-December

  • Puccinelli N, Goodstein R, Grewal D, Price R, Raghubir P, Stewart S (2009) Customer experience management in retailing: understanding the buying process. J Retail 85(1):15–30

    Google Scholar 

  • Shang RA, Chen YC, Shen L (2005) Extrinsic versus intrinsic motivations for consumers to shop on-line. Inf Manag 42(3):401–413

    Google Scholar 

  • Sharma G, Ye Q, Sun W, Lu Q (2013) Communication in virtual world: second life and business opportunities. Inf Syst Front 15(4):677–694

    Google Scholar 

  • Sina AS, Wu J (2019) Effects of 3D vs 2D interfaces and product-coordination methods. Int J Retail Distrib Manag 47(8):855–871. https://doi.org/10.1108/IJRDM-11-2018-0244

    Article  Google Scholar 

  • Siomkos G, Vrechopoulos A (2002) Strategic marketing planning for competitive advantage in electronic commerce. Int J Serv Technol Manage 3(1):22–38

    Google Scholar 

  • Sohn S (2017) A contextual perspective on consumers’ perceived usefulness: the case of mobile online shopping. J Retail Consum Serv 38:22–33

    Google Scholar 

  • Stone GP (1954) City shoppers and urban identification: observation on the social psychology of city life. Am J Sociol 60(July):36–45

    Google Scholar 

  • Tandon U, Kiran R, Sah AN (2018) The influence of website functionality, drivers and perceived risk on customer satisfaction in online shopping: an emerging economy case. IseB 16(1):57–91. https://doi.org/10.1007/s10257-017-0341-3

    Article  Google Scholar 

  • Titus P, Everett P (1995) The consumer retail search process: a conceptual model and research agenda. J Acad Mark Sci 23(2):106–119

    Google Scholar 

  • van der Heijden H (2000) The impact of perceived website characteristics on website traffic. In: Klein S, O’ Keefe B, Gricar J, Podlogar M (eds) Proceedings of the bled electronic commerce conference: the end of the beginning, XIII, vol 1, Moderna organizacija, Kranj, Slovenia, pp.414–425

  • van der Heijden H, Verhagen T (2004) Online store image: conceptual foundations and empirical measurement. Inf Manag 41:609–617

    Google Scholar 

  • Visinescu LL, Sidorova A, Jones MC, Prybutok VR (2015) The influence of website dimensionality on customer experiences, perceptions and behavioral intentions: an exploration of 2D vs 3D web design. Inf Manag 52(1):1–17

    Google Scholar 

  • Vrechopoulos A, Atherinos V (2009) Web banking layout effects on consumer behavioral intentions. Int J Bank Mark 27(7):524–546

    Google Scholar 

  • Vrechopoulos A, Apostolou K, Koutsiouris K (2009) Virtual reality retailing on the web: emerging consumer behavioral patterns. Int Rev Retail Distrib Consum Res 19(5):469–482

    Google Scholar 

  • Vrechopoulos A, Lazaris C, Doukidis GG (2019) From omnichannel retailing to “diachronic retailing”: blending digital technologies with traditional marketing strategies and practices. In: 48th Annual European marketing academy conference (EMAC), Hamburg, Germany, May 28, 2019

  • Vrechopoulos AP, O’Keefe R, Doukidis G, Siomkos G (2004) Virtual store layout: an experimental comparison in the context of grocery retail. J Retail 80(1):13–22

    Google Scholar 

  • Vries R, Jager G, Tijssen I, Zandstra HE (2018) Shopping for products in a virtual world: Why haptics and visuals are equally important in shaping consumer perceptions and attitudes. Food Qual Prefer 66:64–75

    Google Scholar 

  • Wagner T, Hennig-Thurau T, Rudolph T (2009) Does customer demotion jeopardize loyalty? J Mark 73:69–85

    Google Scholar 

  • Wagner T (2007) Shopping motivation revised: a means-end chain analytical perspective. Int J Retail Distrib Manag 35(7):569–582

    Google Scholar 

  • Wang Y, Minor M, Wei J (2011) Aesthetics and the online shopping environment: understanding consumer responses. J Retail 87(1):46–58

    Google Scholar 

  • Wani M, Raghavan V, Abraham D, Kleist V (2017) Beyond utilitarian factors: User experience and travel company website successes. Inf Syst Front 19(4):769–785

    Google Scholar 

  • Watson A, Alexander B, Salavati L (2020) The impact of experiential augmented reality applications on fashion purchase intention. Int J Retail Distrib Manag 48(5):433–451. https://doi.org/10.1108/IJRDM-06-2017-0117

    Article  Google Scholar 

  • Weathers D, Sharma S, Wood S (2007) Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience Goods. J Retail 83(4):393–401

    Google Scholar 

  • Wedel M, Bigné E, Zhang J (2020) Virtual and augmented reality: advancing research in consumer marketing. Int J Res Mark 37(3):443–465

    Google Scholar 

  • Wei J, Ozok A (2005) Development of a web-based mobile airline ticketing model with usability features. Ind Manag Data Syst 105(9):1261–1277

    Google Scholar 

  • Westbrook RA, Black W (1985) A motivation-based shopper typology. J Retail 61(Spring):78–103

    Google Scholar 

  • Wu J, Song S, Whang CH (2021a) Personalizing 3D virtual fashion stores: exploring modularity with a typology of atmospherics based on user input. Inf Manag 58(4)

  • Wu WY, Quyen PTP, Rivas AAA (2017) How e-servicescapes affect customer online shopping intention: the moderating effects of gender and online purchasing experience. IseB 15(3):689–715. https://doi.org/10.1007/s10257-016-0323-x

    Article  Google Scholar 

  • Wu W-Y, Lee C-L, Fu C-S, Wang H-C (2013) How can online store layout design and atmosphere influence consumer shopping intention on a website? Int J Retail Distrib Manag 42(1):4–24

    Google Scholar 

  • Wu J, Joo BR, Sina AS, Song S, Whang CH (2021b) Personalizing 3D virtual fashion stores: an action research approach to modularity development. Int J Retail Distrib Manag. https://doi.org/10.1108/IJRDM-08-2020-0298

    Article  Google Scholar 

  • Xue L, Parker CJ, Hart C (2020a) How to design fashion retail’s virtual reality platforms. Int J Retail Distrib Manag 48(10):1057–1076

    Google Scholar 

  • Xue L, Parker CJ, Hart CA (2020b) How to engage fashion retail with virtual reality: a consumer perspective. In: Jung T, tom Dieck M, Rauschnabel P (eds) Augmented reality and virtual reality: progress in IS. Springer, Cham

    Google Scholar 

  • Yang H, Lee H (2019) Understanding user behavior of virtual personal assistant devices. IseB 17(1):65–87. https://doi.org/10.1007/s10257-018-0375-1

    Article  Google Scholar 

  • Zait A, Bertea PE (2011) Methods for testing discriminant validity. Manag Mark J 9(2):217–224

    Google Scholar 

  • Zeithaml VA (1988) Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. J Mark 52:2–22

    Google Scholar 

  • Zhang YG, Dang MY, Chen H (2020) An explorative study on the virtual world: investigating the avatar gender and avatar age differences in their social interactions for help-seeking. Inf Syst Front 22(4):911–925. https://doi.org/10.1007/s10796-019-09904-2

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Kent Business School, University of Kent, The Sail and Colour Loft, The Historic Dockyard, Chatham, ME4 4TE, UK

    Ioannis Krasonikolakis

  2. ELTRUN – E-Business Research Center, School of Business, Department of Management Science and Technology, Athens University of Economics and Business, 76 Patission Street, Athens, Greece

    Adam Vrechopoulos

  3. Department of Marketing and Communication, School of Business, Athens University of Economics and Business, Greece, 76 Patission Street, Athens, Greece

    Sergios Dimitriadis

  4. Management of Information Systems and Technologies Laboratory – ISTLab, Department of Management Science and Technology, School of Business, Athens University of Economics and Business, 76 Patission Street, Athens, Greece

    Nancy Pouloudi

Authors
  1. Ioannis Krasonikolakis
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Adam Vrechopoulos
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Sergios Dimitriadis
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Nancy Pouloudi
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Nancy Pouloudi.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Appendices

Appendix A: Visual examples of the five 3D virtual store layout types

1.1 Appendix A1: ‘Avant-garde’ store layout

figure a

1.2 Appendix A2: ‘Warehouse’ store layout

figure b

1.3 Appendix A3: ‘Pragmatic’ store layout

figure c

1.4 Appendix A4: ‘Boutique’ store layout

figure d

1.5 Appendix A5: ‘Department’ store layout

figure e

Appendix B: Measurement tool

Hypothesis

Coding

Items

References

H1 Perceived Ease of Use (PEOU)

EOU1

The store would be easy to use

Vrechopoulos et al. (2004) as adapted from Davis (1989)

EOU2

It would be easy to become skillful at using the store

EOU3

Learning to operate the store would be easy

EOU4

The store would be flexible to interact with

EOU5

My interaction with the store would be clear and understandable

EOU6

It would be easy to interact with the store

H2 Perceived Usefulness (PU)

PU1

The store would be useful for searching and buying products

Vrechopoulos et al. (2004) as adapted from Davis (1989)

PU2

The store would improve my performance in product searching and buying

PU3

The store would enable me to search and buy products faster

PU4

The store would enhance my effectiveness in product searching and buying

PU5

The store would make it easier to search for and purchase products

PU6

The store would increase my productivity in searching and purchasing products

H3 Merchandise Quality Perceptions (MQP)

MQP1

The store gives the impression that would provide high quality gifts

Baker et al. (1994)

MQP2

The store gives the impression that provides high workmanship

H4 Online Store Perception (OSP)

OSP1

This 3D store has an attractive character

Kim et al. (2007)

OSP2

The color schemes of this 3D store are attractive

OSP3

The overall design of this 3D store is interesting

OSP4

The layout of this 3D store would make it easy to browse for the product you want

OSP5

Overall, the layout of this 3D store would make it easy to navigate this store

H5 Shopping Motivation (SM)

SM1

It is important to accomplish just what I had planned on each shopping trip for clothing

Kang and Park-Poaps (2010) as adapted from Babin et al. (1994)

SM2

While shopping for clothing, I would find just the items I was looking for

SM3

I would be disappointed if I have to go to another shop to complete my shopping of clothing

SM4

A good store visit is when it is over very quickly

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Krasonikolakis, I., Vrechopoulos, A., Dimitriadis, S. et al. User perceptions of 3D online store designs: an experimental investigation. Inf Syst E-Bus Manage 19, 1321–1354 (2021). https://doi.org/10.1007/s10257-021-00542-3

Download citation

  • Received:

  • Revised:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s10257-021-00542-3

Keywords

Search

Navigation