Interface-Based Differences in Online Decision Making

In recent years the online Web site interface format was found to have significant effects on attitudes toward the store and people’s actual experiences when visiting Web sites. In attempting to gain a competitive advantage, online site managers are adopting state-of-the-art technologies, aiming to create a unique experience and to capture more of people’s attention during their navigation. Using 3D technology interface gives site designers the opportunity to create a total experience. They are generally used in two formats. The first, more common format, is adopted for displaying 3D objects within a 2D interface site, and characterizes today’s numerous Web site stores (Nantel, 2004). The second format, which is still rare, is for creation of virtual reality environments (Figure 1). Converting a 2D interface site to a 3D interface site requires both technological investment, and gaining user confidence in the new environment. Therefore, site managers must weigh the pros and cons of each method before performing the conversion. The current analysis compares 2D and 3D interfaces, pointing out the advantages and shortcomings of each format.