Effects of 3-Dimensional Retail Stores’ Design on Customer Experience
The purpose of this research is to develop and apply a theoretical framework towards investigating the influence of 3D retail store interfaces (i.e. layout) on consumer-user behaviour (e.g. ease of use, customer experience). The research provides theoretical implications for our understanding of customer experience in the virtual 3D environments as well as practical ones for designing effective virtual 3D retail stores meeting customers’/users’ needs.