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This work investigates the effect of 3D product visualisation on online shopping behaviour. A virtual shopping interface with product categories projected in both 2D and 3D was developed and deployed. The main purpose of this system was to determine the suitability of a 3D virtual catalogue as a shopping outlet for consumers and the potential impact on consumer shopping behaviour. The virtual catalogue was implemented as a web-based interface, with products displayed with the intent of determining whether the level of presence experienced affected consumer motivations to shop. Participants completed an immersive tendency questionnaire to ascertain their alertness and levels of immersion before viewing the interface, and afterwards completed a presence questionnaire related to the viewing experience. The results showed significant correlations between individual immersive tendencies and presence experienced. In addition, items in the presence questionnaire were aligned with ease of use, interactivity and realism. This leads to a number of recommendations for the design of future virtual shopping environments and considerations for the assessment of online consumer behaviour.
