Findings – The findings demonstrated that 3D interface produced higher flow, satisfaction, time spent and patronage intention than 2D interface. After each participant provided their informed consent, they completed the self-administered online questionnaire. Both Amazon’s M-Turk and a classroom setting were used to collect the data for both 2D and 3D interfaces, respectively. It included a total of 144 US female consumers. All stores were designed using Mockshop, a 3D virtual software. Coordination of display refers to the way products are arranged based on similar properties, such as similar color, discount, or brand. Design/methodology/approach – This study conducted a 2 (Interface: 3D and 2D) x 3 (Product coordination display: color, discount, and brand) between-subjects experimental design. (2011) define flow as “an optimal state of experience in which one is completely absorbed in an activity that nothing else seems to matter” (p.734). In so doing, this study uses the flow theory and Stimulus-Organism-Response framework to understand the effects of product display methods on consumers’ emotional, cognitive, and behavioral outcomes. Purpose –The primary purpose of this study is to examine the effects of product display based on color, discount, and brand on retail pleasure, arousal, flow, perceived merchandise quality, time spent, satisfaction, and patronage intentions in both 3D and 2D interfaces.

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