This technique of representing the experience by
using vivid mental imagery rather than expecting the
customer to use cognitive elaboration has been
proposed to be a superior method in influencing
intentions (MacInnis and Price 1987). Whilst the
creation of an application that requires little
cognitive elaboration is ideal, it must be
acknowledged that a web based 3D design is always
a compromise between realism and what can be
displayed considering computer software, hardware
and bandwidth. As stated by Davis (1996) complete
imitation is impossible as it is inevitable that some
process of subtraction and modification of
representation is always required. Nevertheless
from a marketing perspective it can be argued that
the more a customer can envisage themselves using
a technology, the more influential it will be in
affecting their expectations to purchase.
2 INFORMATION
TECHNOLOGY OPTIONS
The author was asked to research into possible IT
solutions which could sit on Surface Generation’s
website. The application was to be up and running
within a tight deadline of only three months. The IT
application required specific actions to be
undertaken which generally mirrored the real-life
process used by Surface Generation, these are set out
in Table 1.
Table 1: Application Process.
Actual System Virtual System
Load STL files select STL file
create 3D model
pin bed reset create pin bed
run collision detection run collision detection
position pins position pins
create infill create mould volume
To facilitate these operations a number of
approaches were considered. As the application was
to represent the real-life technology and hardware so
reduce the need for cognitive elaboration, a 3D
virtual model would need to be created. Due to the
application revolving around a virtual 3D model the
first obvious IT choice to be considered was VRML
(Virtual Reality Mark-up Language).
2.1 VRML
VRML is a world standard for web based virtual
reality interfaces. VRML is a scene description
language based on a subset of Open Inventor from
Silicon Graphics that describes the geometry and the
internal behaviour of a 3D scene. Even though
VRML is not a general programming language it
does have some features that can make it a useful
tool for dynamic 3D environments. These features
include the ability to write prototype nodes which
can incorporate scripts to perform various
behaviours within the VRML world. With the
creation of this standard a number of dedicated web
browsers have been produced which are used to
display and control virtual worlds using VRML over
the internet. These browsers are cross platform
compatible and interpret the VRML files displaying
a 3D model within the browser (Badni 2005).
Having investigated the use of VRML as an
application base, a number of negative issues were
raised. VRML is mainly used to visualise 3D
models, it is not normally used to facilitate heavy
computational tasks such as the required collision
detection. VRML requires a dedicated browser to be
used, so the customer would have to download and
install a browser. VRML browser’s rendering
engines would also struggle with the number of
polygons used within the imported STL
(stereolithography) files, making the updated frame
rate rather slow. The frames per second rate (FPS)
is affected by the processor speed, graphics card and
memory available on the customers PC. As this is
unknown, the 3D designer must design the 3D scene
to be as computationally light as possible yet still
maintain a high level of model realism. The 3D
model files would therefore have to contain the
minimum number of polygons (facet shapes that
make up a virtual model) as possible. However as
the application would use complicated STL files
with a large number of polygons (>2500) this would
not always be possible. Having undertaken some
experiments it was clear that having more than 2,500
polygons displayed would reduce the frame per
second rate below the acceptable 10fps rate.
Hartman and Wernecke (1996) recommend that the
designer should aim at achieving a minimum frame
rate of 10 FPS, which is the frame rate required to
simulate visual continuity whilst moving in the
virtual world.
ICEIS 2008 - International Conference on Enterprise Information Systems
326