The impact 3D product presentation has on current consumers’ intentions and attitudes when purchasing clothes from e-commerce websites

Abstract

Purpose: E-commerce platforms have become a significant source of income for the retail industry (Malik 2023). An e-commerce website contains multiple features that consumers use to make their purchasing decisions. Hence, the purpose of this study is to examine consumers’ attitudes and intentions towards 3D product presentation in e-commerce platforms. The study aims to understand such attitudes and intentions towards 3D product presentation considering it is still in development especially in the clothing industry. Hence, the outcome of this study will help industry practitioners understand consumer behaviour and how to use 3D product presentation to gain a competitive advantage in the clothing industry. Research Design: The research objectives of this study were obtained through a qualitative approach via face-to-face interviews. The sample for this research consisted of ten participants representing both consumers who use and do not use 3D product presentation, marketers, and 3D experts. A purposive sampling technique was determined as the most suitable to reach the objectives of the study. Research Findings and Implications: The findings of this study indicated that 3D product presentation cultivated a positive attitude in consumers. When 3D users engaged with 3D product presentations, they perceived the products as higher quality, which increased their trust in the brand and boosted their confidence in making purchases. While non-users noted that retailers can easily manipulate 2D product presentations to encourage purchases. As a result, non-users highlighted that they have high expectations for 3D product presentations, as they believe it will be a modern online shopping experience. In addition, 3D experts and marketers supported the notion of 3D users, and provided further information on what makes 3D product presentation stand out in the market. Originality and Value: This research provides valuable insights to both researchers and industry practitioners. This research will assist industry practitioners by providing insights into what consumers expect and need from 3D product presentation technology, while also helping researchers expand their understanding of consumer behaviour related to this technology. Additionally, researchers can use this study as a foundation for future research.