The Impact of Stereoscopic Three-Dimensional (3-D) Advertising

Abstract

The popularity of stereoscopic 3-D technology is encouraging advertisers to adopt this format as a new advertising tool in diverse contexts. This research investigates the impact of nonglasses and glasses types of stereoscopic 3-D advertising, and proposes a theoretical model examining the role of presence in advertising effectiveness. Due to their power to increase presence, both stereoscopic 3-D advertising formats have a significantly stronger impact on diverse marketing variables than flat 3-D advertising. A structural equation model reveals the process through which presence affects advertising effectiveness by enhancing enjoyment and increasing perceived product knowledge. In addition, the moderating effects of novelty and cybersickness on presence are identified.