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The effects of 3D visualizations and Desire for Control in changing consumer´s behavioral intentions

Schwarz, Swetlana (2011) The effects of 3D visualizations and Desire for Control in changing consumer´s behavioral intentions.

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Abstract:The aim of this research is to clarify whether the newly developed technology of 3D virtual house visualization can contribute to consumer understanding, attitude formation and decision confidence to invest in the house based on the visualization. In order to do so, the concept of virtual experiences is introduced and the definition of what exactly virtual experiences are is discussed. Furthermore, a research model is proposed in this study. It states that virtual house experiences (VHE) affect consumer’s behavioral intentions through the joint effects of vividness and interactivity. It is assumed that these characteristics directly affect consumer’s knowledge and attitude formation, while these two variables influence consumer’s decision confidence. Therefore, the question of consumer´s knowledge, attitude and decision confidence is analyzed in the present research and in addition, consumer’s individual level of desirability of control is assumed to have a significant impact on their resulting behavior. The experiment was investigated with the help of an online questionnaire, by comparing participants’ reactions to two different types of house visualizations: a static 2D house image and an interactive 3D visualization of a house or property. Three-hundred-eight subjects participated in this research and were randomly assigned to one of the two conditions. In addition to it, the level of desirability to control was reported for each participant separately. The findings showed that 3D visualizations had a significant positive main effect on consumer’s decision confidence; whereby object knowledge and attitude mediate this relationship significantly. The result of the interaction effect between desire to control and the group condition turned out to be not significant
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/61297
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