COMPARING THE EFFECT OF TWO-DIMENSIONAL DISPLAY AND THREE-DIMENSIONAL TRY ON TECHNOLOGIES ON THE CONSIDERATION SET FORMATION AND FINAL CHOICE ON THE WEBSITES

Ozansoy Çadırcı, Tuğçe; SAĞKAYA GÜNGÖR, AYŞEGÜL

COMPARING THE EFFECT OF TWO-DIMENSIONAL DISPLAY AND THREE-DIMENSIONAL TRY ON TECHNOLOGIES ON THE CONSIDERATION SET FORMATION AND FINAL CHOICE ON THE WEBSITES

Ayşegül SAĞKAYA GÜNGÖR, (Işık Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü, İstanbul, Türkiye)

Tuğçe OZANSOY ÇADIRCI (Yıldız Teknik Üniversitesi, İktisadi ve İdari Bilimler, İstanbul, Türkiye)

Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi

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Yıl: 2018 Cilt: 32 Sayı: 3 Sayfa Aralığı: 627 - 645 Metin Dili: İngilizce İndeks Tarihi: 08-10-2019

COMPARING THE EFFECT OF TWO-DIMENSIONAL DISPLAY AND THREE-DIMENSIONAL TRY ON TECHNOLOGIES ON THE CONSIDERATION SET FORMATION AND FINAL CHOICE ON THE WEBSITES

Öz:

The conceptualization of virtual three-dimensional experiences hasemerged lately because advancements in the technology have led to immersiveexperiences in virtual environments. This new technology enables users to get theinformation about a product that is very similar to the real product examination. Onthe other hand, there is already an online display opportunity that is familiar to theonline customer, i.e., two dimensional (2-D) product view. A laboratory experimentwas conducted to explore what difference Virtual try-on (3-D try-on) technologycreates in the consideration set formation and final choice decision (which are basedon consideration set theory) compared to the 2-D product display in the website of awell-known international company. The experiment was conducted with theparticipation of the university students. The results revealed an increase in the numberof products taken into the consideration set, and a significant increase in theprobabilities of the products to be taken into the consideration set, favoring the 3-Dtry-on technology in both cases. However, a statistically significant difference wasnot observed in the final choice outcome. The possible reasons are discussed, alongwith theoretical and practical implications of the study.

Anahtar Kelime:

Konular: İşletme İktisat

WEB SİTELERİNDE KULLANILAN İKİ BOYUTLU ÜRÜN GÖRÜNTÜLEME TEKNOLOJİSİ İLE ÜÇ BOYUTLU ÜRÜN DENEME TEKNOLOJİSİNİN DEĞERLENDİRME KÜMESİ OLUŞUMUNDAKİ VE SATIN ALMA KARARINDAKİ ETKİSİNİN KARŞILAŞTIRILMASI

Öz:

Teknolojideki ilerlemelerin sanal ortamlarda tüketiciyi içine alan deneyimlere imkân sağlaması, son zamanlarda sanal üç boyutlu deneyimin kavramsallaştırılmasına yol açtı. Sanal üç boyutlu ürün deneme (3-D deneme) teknolojisinin, iki boyutlu ürün görüntülemeye kıyasla, ürünün dikkate alınanlar kümesine girmesinde ve son seçim kararında bir fark yaratıp yaratmadığını keşfetmek amacıyla tanınmış uluslararası bir şirketin web sitesi kullanılarak bir laboratuvar deneyi tasarlanmıştır. tanınmış bir uluslararası şirketin web sitesi. Deney, üniversite öğrencilerinin katılımıyla gerçekleştirilmiştir. Sonuçlara göre; dikkate alınanlar kümesine dahil edilen ürün sayısında ve bir ürünün dikkate alınanlar kümesine girme olasılığında üç boyutlu ürün deneme teknolojisi anlamlı bir fark yaratmaktadır. Ancak, son seçim kararında istatistiksel olarak anlamlı bir fark gözlemlenmemiştir. Olası sebepler, araştırmanın teorik ve pratik sonuçları ile birlikte çalışmada tartışılmıştır.

Anahtar Kelime:

Konular: İşletme İktisat

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık

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APA	SAĞKAYA GÜNGÖR A, Ozansoy Çadırcı T (2018). COMPARING THE EFFECT OF TWO-DIMENSIONAL DISPLAY AND THREE-DIMENSIONAL TRY ON TECHNOLOGIES ON THE CONSIDERATION SET FORMATION AND FINAL CHOICE ON THE WEBSITES. , 627 - 645.
Chicago	SAĞKAYA GÜNGÖR AYŞEGÜL,Ozansoy Çadırcı Tuğçe COMPARING THE EFFECT OF TWO-DIMENSIONAL DISPLAY AND THREE-DIMENSIONAL TRY ON TECHNOLOGIES ON THE CONSIDERATION SET FORMATION AND FINAL CHOICE ON THE WEBSITES. (2018): 627 - 645.
MLA	SAĞKAYA GÜNGÖR AYŞEGÜL,Ozansoy Çadırcı Tuğçe COMPARING THE EFFECT OF TWO-DIMENSIONAL DISPLAY AND THREE-DIMENSIONAL TRY ON TECHNOLOGIES ON THE CONSIDERATION SET FORMATION AND FINAL CHOICE ON THE WEBSITES. , 2018, ss.627 - 645.
AMA	SAĞKAYA GÜNGÖR A,Ozansoy Çadırcı T COMPARING THE EFFECT OF TWO-DIMENSIONAL DISPLAY AND THREE-DIMENSIONAL TRY ON TECHNOLOGIES ON THE CONSIDERATION SET FORMATION AND FINAL CHOICE ON THE WEBSITES. . 2018; 627 - 645.
Vancouver	SAĞKAYA GÜNGÖR A,Ozansoy Çadırcı T COMPARING THE EFFECT OF TWO-DIMENSIONAL DISPLAY AND THREE-DIMENSIONAL TRY ON TECHNOLOGIES ON THE CONSIDERATION SET FORMATION AND FINAL CHOICE ON THE WEBSITES. . 2018; 627 - 645.
IEEE	SAĞKAYA GÜNGÖR A,Ozansoy Çadırcı T "COMPARING THE EFFECT OF TWO-DIMENSIONAL DISPLAY AND THREE-DIMENSIONAL TRY ON TECHNOLOGIES ON THE CONSIDERATION SET FORMATION AND FINAL CHOICE ON THE WEBSITES." , ss.627 - 645, 2018.
ISNAD	SAĞKAYA GÜNGÖR, AYŞEGÜL - Ozansoy Çadırcı, Tuğçe. "COMPARING THE EFFECT OF TWO-DIMENSIONAL DISPLAY AND THREE-DIMENSIONAL TRY ON TECHNOLOGIES ON THE CONSIDERATION SET FORMATION AND FINAL CHOICE ON THE WEBSITES". (2018), 627-645.

APA	SAĞKAYA GÜNGÖR A, Ozansoy Çadırcı T (2018). COMPARING THE EFFECT OF TWO-DIMENSIONAL DISPLAY AND THREE-DIMENSIONAL TRY ON TECHNOLOGIES ON THE CONSIDERATION SET FORMATION AND FINAL CHOICE ON THE WEBSITES. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 32(3), 627 - 645.
Chicago	SAĞKAYA GÜNGÖR AYŞEGÜL,Ozansoy Çadırcı Tuğçe COMPARING THE EFFECT OF TWO-DIMENSIONAL DISPLAY AND THREE-DIMENSIONAL TRY ON TECHNOLOGIES ON THE CONSIDERATION SET FORMATION AND FINAL CHOICE ON THE WEBSITES. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi 32, no.3 (2018): 627 - 645.
MLA	SAĞKAYA GÜNGÖR AYŞEGÜL,Ozansoy Çadırcı Tuğçe COMPARING THE EFFECT OF TWO-DIMENSIONAL DISPLAY AND THREE-DIMENSIONAL TRY ON TECHNOLOGIES ON THE CONSIDERATION SET FORMATION AND FINAL CHOICE ON THE WEBSITES. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, vol.32, no.3, 2018, ss.627 - 645.
AMA	SAĞKAYA GÜNGÖR A,Ozansoy Çadırcı T COMPARING THE EFFECT OF TWO-DIMENSIONAL DISPLAY AND THREE-DIMENSIONAL TRY ON TECHNOLOGIES ON THE CONSIDERATION SET FORMATION AND FINAL CHOICE ON THE WEBSITES. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2018; 32(3): 627 - 645.
Vancouver	SAĞKAYA GÜNGÖR A,Ozansoy Çadırcı T COMPARING THE EFFECT OF TWO-DIMENSIONAL DISPLAY AND THREE-DIMENSIONAL TRY ON TECHNOLOGIES ON THE CONSIDERATION SET FORMATION AND FINAL CHOICE ON THE WEBSITES. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2018; 32(3): 627 - 645.
IEEE	SAĞKAYA GÜNGÖR A,Ozansoy Çadırcı T "COMPARING THE EFFECT OF TWO-DIMENSIONAL DISPLAY AND THREE-DIMENSIONAL TRY ON TECHNOLOGIES ON THE CONSIDERATION SET FORMATION AND FINAL CHOICE ON THE WEBSITES." Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 32, ss.627 - 645, 2018.
ISNAD	SAĞKAYA GÜNGÖR, AYŞEGÜL - Ozansoy Çadırcı, Tuğçe. "COMPARING THE EFFECT OF TWO-DIMENSIONAL DISPLAY AND THREE-DIMENSIONAL TRY ON TECHNOLOGIES ON THE CONSIDERATION SET FORMATION AND FINAL CHOICE ON THE WEBSITES". Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi 32/3 (2018), 627-645.