Twins of Evil? Consumers reactions to 3D versus 2D product pictures

Online retailers are increasingly adopting 3D digital twins instead of 2D pictures on their e-commerce webpages. This research compares the effect of 3D vs. 2D pictures on consumers’ perceptions and future intentions toward an e-tailer. We advance that 3D pictures increase consumers’ intentions to patronize the e-tailer as mediated by telepresence, perceived control and attitude change. Furthermore, we address the role of two potential moderators: shopping values (functional vs. experiential) and level of preference articulation (preference matching vs. building). Results provide indications for marketing scholars and to practitioners to design more effective e-commerce webpages.