On 3D Presentations and User Learning in the Web Context

In this research, we focus on 3D presentations and how they influence user learning, which is an essential activity of most if not all online activities such as e-commerce, online education, and online games. We distinguish two fundamental types of 3D effects: multi-angle views and stereo 3D. We follow the technology-mediated learning (TML) framework and investigate how 3D presentations influence users’ learning processes and learning outcomes. The research model was tested in a controlled experiment. The results largely support our hypotheses and clarify how the two 3D effects influence user learning in different ways — either affecting learning efforts or enhancing learning control. Specifically, while multi-angle views can enhance users’ learning control, which consequentially leads to higher perceived website diagnosticity, stereo 3D can reduce users’ learning effort when obtaining the same amount of knowledge from the Web. The findings have significant implications for research and practice.