This research investigated the effects of self-controlled 3-D product rotation versus automatic product rotation on consumer product evaluation: product attitude, purchase intention, and willingness to pay. Bootstrap analyses were conducted to test the serial mediation effect from the mode of rotation through a sense of control and choice confidence to product evaluation. The results indicated that the direct effect of self-controlled 3-D rotation significantly improved product attitude, purchase intention and willingness to pay. However, the mediation by the sense of control and choice confidence was partially statistically supported. Participants with self-controlled 3-D rotation also demonstrated a higher willingness to pay for products, suggesting a direct impact on perceived value, which an alternative mediator, a sense of luxuriousness, showed the supportive result with a significantly mediated relationship between self-controlled 3-D product rotation to both product attitude and purchase intention. These findings highlight the important role of user interactivity with products in three dimensions in shaping consumer perceptions and purchasing behavior. The implications of these results, which can be apply to online retail strategies and the user interface designed, are discussed, along with considerations for future research directions.