Análisis de percepciones en función de la técnica de presentación de producto. Comparativa entre realidad virtual, aumentada y rotación 360º.

Abstract

Online shopping has caused a radical change in individual-product interaction. In this new context, it is key to optimize product display to ensure that the information offered can be perceived correctly by the consumer, and generate the confidence needed for the purchase decision. The development of new techniques has made it possible to evolve product presentation. In addition to the traditional static 2D images, it is common to find displays where the product can rotate 360º to consumer request, and even that use augmented reality (a virtual image of the product located in a real environment), or virtual reality (a completely virtual presentation of product and environment) techniques. This communication analyses the influence of the display technique on the perceptions generated. A sideboard was shown to 43 participants, using four different techniques: 2D rendering, virtual reality, augmented reality and 360º rotation. Results show different perceptions for individuals up to 25 years old and older ones. The first group prefer the new display techniques. The results obtained provide guidelines to optimize product presentation in web site contexts.