Summary

The evolution of design processes along with the globalization of markets has led to a wide range of products of identical performance and minor differences at a functional level. The differentiating factor among them lies in the consumer’s emotional perception. Thus, the affective factor becomes in a crucial element in the purchase process.

In the case of e-commerce, in which there is no physical interaction with the product, the emotional perception depends largely on the way the product is presented. Usually, this information is displayed through photographs of the product, detail images, renders (for example, when the product is manufactured on demand, or to create a suitable environment), etc.

However, with the development of technologies, new tools that facilitate and enhance product display and perception have appeared, such as Virtual Reality (VR) applications, in which the individual is immersed in a completely virtual environment, Augmented Reality (AR) applications, which can be used to display virtual elements in a real environment, or 360º rotation programs, that allow turn the product representation in any direction and view it from all orientations.

The main objective of the project focuses on analyzing the influence of this type of devices and technologies (applications of virtual and augmented reality, rotation programs) in the generation of subjective impressions (mainly those related with the feeling of confidence and security in the product) and its relationship with the intention of purchase, in an on-line environment.