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Visualization aids in perceptual information processing to identify exceptions, trends, patterns, relationship in the data (clusters, associations, causality etc), detect outliers and to summarize data perceptually [11]. Many complex business decision making need insight and insight is a sudden discovery of a solution to a problem which results in a subjectively catastrophic experience[12]. As competition in the knowledge economy gets fiercer, organizations are constantly trying to get new insights to gain competitive advantage. 

Effective visualization tools acts as external aids that supports thinking and building insight by providing graphs that represent information primarily through position, shape, color, size, location, movement and symbols, and that viewers decode that information by taking it in, organizing it, analyzing it and detecting patterns and structures perceptually[13]. Human brain is a powerful pattern-finding engine and effective graph make behavioral patterns, temporal trends, correlations, clusters, gaps, and outliers visible in seconds and data graphics should amplify cognition and complement what humans do well[14]. Effective visualization tools are of great importance in supporting decision making as it amplifies cognition, perceptual information processing and facilitates knowledge generation. When visualization tools are inadequate decision making performance is impaired.

A review of literature on computer graphics as decision aids has demonstrated that decision performance is effected by information presentation format[6]. Compared to static graph (SG) , Dynamic Graph (DG) facilitates in faster retrieval and recall of information [15, 16], information comprehension [16] required for decision making. One author writes “If learners are in control of the speed of animation and can view and review, stop and start, zoom in and out, and change orientation of parts and wholes of the animation at will, then the problems of veridical perception can be alleviated” [17]. However the use of dynamic interactive graph has increased in business decision making, its impact on decision making has not been explored extensively in the IS field. Both the IS literature and Accounting literature has emphasized the need for studying the role of presentation format in the efficiency and effectiveness of decision-makers’ decision quality in order to provide empirical evidence on the effect of presentation format on decision quality [18] [19].

Previous research so far in the IS domain has extensively studied 2D, 3D graph, combining 2D-3D graph and animation with low data volume that are easily comprehensible in tables or graph. Gaining insight from high volume of business data can be challenging because the high density of the data makes it difficult to view all the data at once. On a typical computer screen the high volume data cannot be seen at once, the data has to be sliced to visually represent it on screen. 

A study done on functional mechanisms of online product presentation and its effect on online shopping reported that interactivity of product presentations is a design feature that influence (1) the efficacy of the presentations; (2) consumer本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。