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The recent rise of consumer virtual reality (VR) hardware raises important questions in the field of online marketing: what makes 3D VR more informative and playful than conventional 2D media such as a still image and a video, and how it affects the online purchase decision-making process. In this study, we mainly focus on three interface features—interactivity, visual–spatial cues, and graphics quality. We explore how each of these three interface features enhances playfulness and informativeness of shopping interface and further influences subsequent product evaluation and purchase intention. The results of the study provide two meaningful insights. First, interactivity and visual–spatial cues significantly enhance perceived informativeness and playfulness; however, the role of graphics quality was found to be more critical for 2D displays than for 3D VR environment. Second, informativeness and playfulness influence the purchase decision-making process in distinct ways. More specifically, a playful interface may enhance consumers’ preference for hedonic product benefits (e.g., a stylish and attractive design), whereas informativeness is a more important explanatory variable for subsequent purchase intentions. We discuss the theoretical contribution and managerial insights the research provides for online retailers and designers.

Background. Although most patients with classical Hodgkin's lymphoma (cHL) have a long survival duration, the current risk stratification is imperfect. A recent study suggested a prognostic role for the peripheral blood absolute lymphocyte count/absolute monocyte count (ALC/AMC) ratio at diagnosis in cHL. It is intriguing to investigate the significance of the ALC/AMC ratio in relation to tumor-associated macrophages (TAMs), yet another prognostic factor for cHL.Methods. We examined the prognostic impact of the ALC, AMC, and ALC/AMC ratio in 312 cHL patients (median age, 37 years) using receiver operating characteristic curve analysis for optimal cutoff values, and compared these with TAM content.Results. The median follow-up was 65 months (range, 0.1-245 months). On univariate analysis, a low ALC/AMC