The influence of interactive product visualization on customer satisfaction : An investigation based on the SOR model

Sammanfattning: Interactive product visualisation (IPV) addresses the shortcomings of product visualisation on e-commerce sites, such as the absence of tactile information and the inability to directly examine products. Previous research has not addressed the influence of IPV on customer satisfaction. Therefore, the objective of this study was to address this gap by investigating factors that may influence customer satisfaction. The Stimulus-Organism-Response (SOR) model was used as a lens to further investigate the effect of stimuli of an IPV environment on the affective states of users as well as satisfaction as a response to stimuli. The furniture e-commerce industry and IKEA’s IPV tool were selected as the basis for this research. To gather data, an online survey with 5-point Likert scales was created based on previous research to discover the relationships between these factors. A total of 115 questionnaire responses were validated and analysed using multiple regression analysis. The results of the analysis indicated that interactivity, perceived ease of use, and entertainment had a positive influence on customer satisfaction as mediated by pleasure and dominance. Practical implications are presented to guide businesses that seek to implement IPV effectively.