Show me again, but different this time: Use of 360° product views in online retail service

Although the internet and the number of internet users are growing exponentially, one of the biggest challenges that eRetailers face is the lack of sensory information available to consumers. Using endowment theory different... [ view full abstract ]

Although the internet and the number of internet users are growing exponentially, one of the biggest challenges that eRetailers face is the lack of sensory information available to consumers. Using endowment theory different product views (360° versus flat screen view) were compared to determine the value of 360° product views. Endowment theory has been used to explain why goods are valued more once ownership or perceived ownership has taken place, but has not been examined in the online context of product view types. The results of demonstrated the effect of psychological ownership online; it was significant for 360° product views and specifically for the 360° product view for sunglasses compared to the flat screen images. A link between haptic imagery and psychological ownership was also observed. Purchase intent was higher for 360° product views.
This research indicates that marketers need to consider that their particular product will benefit from 360° product views. Haptic imagery did appear to compensate for lack of touch and had a significant link to psychological ownership. This research has also shown that 360° product views may not be advantageous for all product types, so careful consideration of the target market and product type would be needed.