Analysis of the
influence of using product presentation new technologies on
perceptions in electronic environments
Abstract:
The evolution of design processes along with the globalization of
markets has led to a wide range of products of identical performance
and minor differences at a functional level. The differentiating
factor among them lies in the consumer’s emotional perception. Thus,
the affective factor becomes in a crucial element in the purchase
process.
In the case of e-commerce, in which there is no physical interaction
with the product, the emotional perception depends largely on the
way the product is presented. Usually, this information is displayed
through photographs of the product, detail images, renders (for
example, when the product is manufactured on demand, or to create a
suitable environment), etc.
However, with the development of technologies, new tools that
facilitate and enhance product display and perception have appeared,
such as Virtual Reality (VR) applications, in which the individual
is immersed in a completely virtual environment, Augmented Reality (AR)
applications, which can be used to display virtual elements in a
real environment, or 360º rotation programs, that allow turn the
product representation in any direction and view it from all
orientations.
The main objective of the project focuses on analyzing the influence
of this type of devices and technologies (applications of virtual
and augmented reality, rotation programs) in the generation of
subjective impressions (mainly those related with the feeling of
confidence and security in the product) and its relationship with
the intention of purchase, in an on-line environment.
