Experiencing Products Virtually: The Role of Vividness and Interactivity in Influencing Mental Imagery and User Reactions

Evaluating products in virtual environments is constrained by the inability of ecommerce to provide a touch-and-feel experience compared to the way to experience products in traditional retail stores. Research has shown that this limitation could be reduced by enabling users to experience products virtually by providing a stimulating virtual product experience, which is reflected in the degree of mental imagery due to the vividness and interactivity of the online product presentation. In this paper we analyze the impact of the vividness, in terms of a two-dimensional versus three-dimensional product presentation, and of the interactivity, in terms of a mouse versus a touch-screen as input device, of the virtual product experience on mental imagery and further userrelated outcomes. The results show that mental imagery is positively influenced by the use of a touch-screen, while three-dimensional product presentation had a positive impact on emotions, attitude towards the product, and purchase intention.