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Yayın Comparing the effect of two-dimensional display and three-dimensional try on technologies on the consideration set formation and final choice on the websites(Atatürk Üniversitesi, 2018) Sağkaya Güngör, Ayşegül; Ozansoy Çadırcı, TuğçeThe conceptualization of virtual three-dimensional experiences has emerged lately because advancements in the technology have led to immersive experiences in virtual environments. This new technology enables users to get the information about a product that is very similar to the real product examination. On the other hand, there is already an online display opportunity that is familiar to the online customer, i.e., two dimensional (2-D) product view. A laboratory experiment was conducted to explore what difference Virtual try-on (3-D try-on) technology creates in the consideration set formation and final choice decision (which are based on consideration set theory) compared to the 2-D product display in the website of a well-known international company. The experiment was conducted with the participation of the university students. The results revealed an increase in the number of products taken into the consideration set, and a significant increase in the probabilities of the products to be taken into the consideration set, favoring the 3-D try-on technology in both cases. However, a statistically significant difference was not observed in the final choice outcome. The possible reasons are discussed, along with theoretical and practical implications of the study.
