The effect of three-dimensional advertising technology on internet shopping trust and intention

Abstract

The aim of this paper is to determine the effect of three-dimensional advertising on internet shopping trust and intention. Considering the purpose of the present study, it can be defined as a practical and developmental and in respect of research design, it is considered as a correlation research. Convenience sampling has been used as the sampling strategy. The sample contains 60 people who are divided into two 30-member homogenous groups using random sampling. Sample groups contain people who have tried online shopping at least once. The first sample group has been examined providing three-dimensional (3D) advertisements and the second sample group has been examined supplying two-dimensional (2D) advertisements. A five-point Likert scales questionnaire has been chosen for data gathering. The gathered data have been analyzed through an equality of two-means test. Based on the findings, it can be concluded that all mean scores derived from three-dimensional advertisements are higher than mean scores from two-dimensional advertisements. On the other hand, through checking variables relationships, it is apparent that the ease of use variable does not affect entertaining and attitude in the same way about three and two-dimensional advertisements. Moreover, among the cases providing indistinguishable, positive and meaningful results for both two and three-dimensional models, a different amount of variables' impact on each other is observable.