Seeing More, Wanting More? A TAM2-Based Consumer Psychology Analysis of 3D Product Visualization and Online Purchase Intention

This study examines the factors influencing consumer adoption of 3D product visualization in online shopping by extending the Technology Acceptance Model 2 (TAM2). Survey data from 309 online shoppers were analyzed using regression techniques. The results show that subjective norm enhances both image and perceived usefulness, highlighting the continued relevance of social influence in digital purchase decisions. Task relevance and perceived ease of use also positively shape perceived usefulness, while both perceived usefulness and perceived ease of use strongly predict purchase intention. Conversely, the result demonstrates no significant effect, suggesting that experiential visualization tools may rely on mechanisms beyond functional clarity. Online shopping experience does not moderate the examined relationships, indicating consistent behavioral patterns across user groups. The study contributes to TAM2 by identifying boundary conditions relevant to interactive product visualization and offers practical insights for improving interface design, social proof strategies, and consumer engagement.