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Related Experiment Videos

Incidental memory and navigation in panoramic virtual reality for electronic commerce.

A Howes1, G E Miles, S J Payne

  • 1School of Psychology, Cardiff University, Wales, United Kingdom. HowesA@cardiff.ac.uk

Human Factors
|October 11, 2001
PubMed
Summary

Virtual reality (VR) and pictorial e-commerce sites improve product recall for incidental information. QuickTime Virtual Reality (QTVR) environments also enhance navigation efficiency in online shopping.

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Area of Science:

  • Human-Computer Interaction
  • E-commerce Technology
  • Virtual Environments

Background:

  • Significant investment in e-commerce website design.
  • Limited empirical data on the effectiveness of different e-commerce site designs in selling products.

Purpose of the Study:

  • To empirically evaluate the effectiveness of different e-commerce site designs.
  • To compare user performance in QuickTime Virtual Reality (QTVR), hypertext, and pictorially rich hypertext environments.

Main Methods:

  • Three experiments were conducted with participants searching for products in various e-commerce site designs.
  • Performance was measured by product recall and recognition of product locations.
  • Navigation efficiency was also assessed in different virtual environments.

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Main Results:

  • Participants retained more incidental product information in QTVR and pictorial environments.
  • Navigation efficiency was improved in QTVR environments in two experiments.
  • The study highlights the trade-offs associated with using 3D virtual environments for online retail.

Conclusions:

  • QTVR and pictorial e-commerce designs can enhance user memory for products.
  • Virtual environments offer potential benefits for online shopping navigation.
  • Findings can inform the development of e-commerce design guidelines for improved user experience and sales.