Influencia del uso de nuevas tecnologías de presentación de producto en su percepción: el conocimiento de responsables en venta online

Abstract

In online sales there is no physical interaction with the product, so its perception depends to a large extent on the way it is displayed. Usually, product information is shown through photographs, images from different angles, detail images, or renders. However, the progress in technologies has allowed the emergence of new tools that facilitate product visualization, such as 360º rotation programs, which allow to display a product from any orientation, or virtual and augmented reality applications, that present products in wholly or partly virtual environments. Analyzing the influence of these new techniques’ use is a key factor, since the level of interaction with the product influences user’s perception. This article shows the results of a questionnaire conducted to professionals who select product presentation in online sales. They have offered their knowledge for the optimization of product’ perceptions, using specific techniques, comparing them with other traditional methods, such as static images. Conclusions represent a new approach about the possibilities of product presentation facing the new purchase contexts.