The growth of the World Wide Web has prompted many businesses to develop electronic commerce (e-commerce) as a domain where consumers can conveniently purchase their products (Chittaro& Ranon, 2002). Marketing and Human - Computer Interaction (HCI) research has focused on the ways interactivity can improve purchasing experience. One particular technique is through the use of computer models of products known as visual object representations (Ozok& Komlodi, 2009). Research on visual product representations is focused on models of objects typically purchased in a store, such as clothing and electronics, which can usually be manipulated and rotated as desired (Ozok& Komlodi, 2009). There seems to be a gap in the literature regarding computer models for which consumers actually do not have an established mental models. Computerized walk-through models allow users to virtually navigate a space as well as to view a model of a living space from different orientations. An experiment was conducted on 100 participants to investigate computerized walk-through models and the role the type of model and workload plays in the amount of knowledge gained about the layout and consumer preference. Participants navigated a computerized walk-through model or a two dimensional picture set of a hotel room (low complexity) or apartment (high complexity) .Then they completed a series of surveys. Results indicate that two-dimensional models were best for learning the layout of a high complexity model and that three-dimensional models were better for learning the layout of a low complexity model. Results have implications for virtual model use in education and the military.
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Bachelor of Science (B.S.)
College of Sciences
Dissertations, Academic -- Sciences;Sciences -- Dissertations, Academic
Length of Campus-only Access
Honors in the Major Thesis
Carrillo, Maria, "A cognitive investigation of computerized walk-through models" (2012). HIM 1990-2015. 1253.