The influence of website dimensionality on customer experiences, perceptions and behavioral intentions: An exploration of 2D vs. 3D web design.

As online retailers seek to attract customers through innovative electronic storefront designs, some are experimenting with three-dimensional (3D) websites. This study examines the influence of website dimensionality on cognitive absorption, perceived ease of use, and, indirectly, perceived website usefulness and intentions to buy online using the website. Findings indicate that shopping websites using 3D environments are associated with lower perceived ease of use and lower cognitive absorption, compared to traditional 2D websites. The effect of website dimensionality on cognitive absorption is moderated by user experience. The implications of the study for research and practice are discussed.