Modifying consumer search processes in enhanced on-line interfaces

The study examines the impact of on-line interface type on consumer search processes and choice. The article describes two major types: 2D interfaces which possess primarily interactivity capability versus the enhanced 3D interfaces that have superior vividness capability. The research addresses the question whether a particular family of interfaces is expected to force out the other or, alternatively, whether consumers would vary the usage of the type of interfaces under different shopping circumstances. The findings indicate that consumer search processes are indeed affected by the on-line interface type with different advantages to each, depending on the search situation. They provide support for its central hypotheses regarding process variables, such as shopping duration, number of examined brands, and the sequence of search. The effect due to interface is further reflected in the interaction between consumers' internal and external search and extends to consumer preferences and choice processes.