E-commerce sites may not collect commission, but virtual sales agents may be more effective in selling products than their real-life counterparts.
MSU researchers have found adding electronic salespersons and 3-D product images to e-commerce sites creates better customer satisfaction. The research was conducted at MSU’s Media Interface Network Design Lab.
Hairong Li, assistant professor of advertising and principal investigator for the project, said two-dimensional pictures on Web sites do not provide enough options for the average customer.
“When people shop for products at the mall, they want to look at the object from all sides and touch it,” Li said. “And including the interactive features of a 3-D product on a company’s Web site is the closest you can get to the real thing.”
Alex Terrazas, associate director at the lab, said consumers learn a lot more about the product they are buying when they see it in a 3-D image.
“They can virtually pick apart the object and view it from the inside, spending a longer time to interact with the product,” he said.
And after the New York City tragedy, Terrazas said now is an especially good time to make e-commerce sites more efficient.
“A lot of people in New York who are still in the period of mourning do not want to come out of their homes, so they will find online shopping more convenient,” he said. “Plus a lot of people don’t like being hassled by some salesperson at a store.”
Nneka Nnolim, a journalism graduate student, says she loves online shopping.
“You don’t have to leave your house, and when you place an order they mail it to you in a couple of days,” she said. “Seeing these products in 3-D is even more convenient.”
But Li said there are a few companies who use 3-D images on their Web sites.
“Companies like Lands’ End Inc. and Sharper Image have found interactive 3-D presentation of their merchandise helps them keep customers interested,” Li said. “Many more online retailers are now starting to follow their example.”
The research findings will be discussed at a conference Sept. 27-29 at the Kellogg Center.
