Cognitive, affective and conative responses to visual simulation: the effects of rotation in online product presentation

This study employed a single-factor between-subjects design: product presentation (rotating vs. non-rotating) and showed the influence of rotation in product presentation on perceived information quantity, mood, attitude, and purchase intention.

Abstract

Abstract Rotation, one type of visual simulation used to create three‐dimensional (3‐D) experiences, and currently being used for product presentation on some e‐tail websites, may create consumer responses. Therefore, the purpose of this study is to examine the effects of rotation in product presentation on the cognitive, affective, and conative responses of consumers. This study employed a single‐factor between‐subjects design: product presentation (rotating vs. non‐rotating). Causal model analysis showed the influence of rotation in product presentation on perceived information quantity, mood, attitude, and purchase intention. Theoretical and managerial implications, as well as future research directions, are discussed. Copyright © 2008 John Wiley & Sons, Ltd.