Participants who have not been exposed to 3D representations of products online may simply be more curious than if the product was presented in 2D format. Besides, while combining Uncertainty Reduction Theory and Cognitive Load Theory, this study also considered that informative control is a critical factor along with visual and functional control in 3D interactive online settings. In this study two laboratory experiments were conducted with 33 participants recruited. The first experiment was to compare the effects of level of interactivity, whereas the last was to compare the effects of affordance of informative control. Our findings indicated that except their perceptions of patronage intention, participants considered no difference in attitude toward the products been demonstrated and shopping enjoyment in a fully 3D-to-3D comparison. However, while providing informative control, participants had higher perceptions of attitude toward the products, shopping enjoyment and patronage intention than their counterparts who had not such support.
