The Impact of Product Visualization on Benefit Cost Communication capability in Online Configurators

This thesis investigates the impact of product visualization modalities on the Benefit-Cost Communication (BCC) capability in online configurators. BCC refers to the user’s ability to understand the implications of product customization choices, including value trade-offs and personalized benefits. Using data from over 500 configuration experiences and analyzing 10 visualization modalities (e.g., 3D walkthrough, AR, video), the study applies box plot comparisons and regression analysis in Excel to assess their influence on five BCC survey items. The results reveal that immersive and realistic modalities—such as 3D visualization, video, and 360° view—positively influence BCC, while others, like virtual try-on or static 2D images, offer limited support. The analysis also includes a comparison of average BCC scales and the validated three-item scale from published literature. Findings highlight the partial explanatory power of visualization alone and suggest that other factors, such as user experience and interface design, may play a complementary role. This research provides practical insights for improving online configurators through targeted visualization strategies.