The role of virtual experience in consumer learning

Through a series of studies designed to explore important aspects of virtual experience, a new type of product affordances-virtual affordances-is proposed and tested empirically. In addition, the existing geometric and material product taxonomy is extended to include mechanical products within the classification structure. Utilizing these new concepts, 3-D product visualization is compared with traditional 2-D product representations and television advertising. The results largely support the proposition that 3-D product visualization is capable of influencing brand attitude and purchase intention for geometric and mechanical products within e-commerce environments.