網頁中使用照片與虛擬實境呈現產品已是常見的手段。同一產品以照片或虛擬實境呈現對於消費者在網站態度與產品態度的影響，是本研究所欲探討的議題。本研究建置線上實驗室，模擬觀光飯店網站頁面，操弄產品(飯店客房)的呈現方式(單純照片呈現vs影像式虛擬實境呈現)，並將所募集之自願受試者隨機分派至單一實驗情境中。研究結果顯示，在網站態度和產品態度都是以影像式虛擬實境方式呈現產品會比用照片呈現方式高。
Using photos or image-based VR to present a product on web pages is popular in nowadays. The aim of this research is to exam the impact of product presentation types on consumers’ attitudes toward websites and product. This study built an on-line laboratory to imitate the web page of a tourist hotel to manipulate the product (room) presentation types (photos vs. image-based VR). We recruited volunteers and randomly assigned them into one of treatments. Results show that using image-based VR to present product on webpage will acquire higher consumers’ attitude toward website and attitude toward product than using photos.
