Abstract

The importance of online trust lies at its ability to predict users’ adoption of electronic shopping. However, little is known about the role of three dimensional (3D) product presentations in enhancing online trust based on graphical characteristics (GC) and visual control (VC). Therefore, this paper discusses the effects of different levels of visual control and graphical characteristics on perceived trust. While visual control allows users to manipulate 3D product images (to view products from various angles and distances), graphical characteristics allows consumers to experience different colours and 3D motions of presented products. The individual and joint effects of visual control and graphical characteristics were investigated in a laboratory experiment. Our results showed that visual control and graphical characteristics increased users’ perceived trust. Furthermore, we find an interaction effect of graphical characteristics on perceived trust of the 3D product presentation only when visual control of the 3D product presentation is high.

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