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I virtually try it … I want it! Virtual Fitting Room: a tool to increase on-line and off-line exploratory behaviour, patronage and purchase intentions

Author

Listed:
  • Marie Beck

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Dominique Crié

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

Abstract

E-commerce has important advantages compared to traditional shopping (e.g. time, choice, price) but offers only a partial view of the shopping environment. For example, the lack of physical apprehension is a major disadvantage of online purchasing. To create a shopping environment close to reality, some companies now propose Virtual Fitting Rooms (VFR1) on their websites. This research aims to highlight the effects of an online VFR on consumer's exploratory behavior and intention to purchase, both online and offline contexts. Results of two experiments showed that the presence of such a tool significantly increases specific curiosity about the product, intention to patronize (online and offline) and intention to purchase (online and offline). The latter effect is mediated through firstly perceptual specific curiosity about the product and then the intention to patronize.

Suggested Citation

  • Marie Beck & Dominique Crié, 2016. "I virtually try it … I want it! Virtual Fitting Room: a tool to increase on-line and off-line exploratory behaviour, patronage and purchase intentions," Post-Print hal-01562981, HAL.
    • Handle: RePEc:hal:journl:hal-01562981
    DOI: 10.1016/j.jretconser.2016.08.006
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    Cited by:

    1. Hinsch, Chris & Felix, Reto & Rauschnabel, Philipp A., 2020. "Nostalgia beats the wow-effect: Inspiration, awe and meaningful associations in augmented reality marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    2. Tim Hilken & Ko de Ruyter & Mathew Chylinski & Dominik Mahr & Debbie I. Keeling, 2017. "Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 884-905, November.
    3. Scarpi, Daniele & Pizzi, Gabriele & Raggiotto, Francesco, 2019. "The extraordinary attraction of being ordinary: A moderated mediation model of purchase for prototypical products," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 267-278.
    4. Pantano, Eleonora & Rese, Alexandra & Baier, Daniel, 2017. "Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 81-95.
    5. Chiu, Candy Lim & Ho, Han-Chiang & Yu, Tiancheng & Liu, Yijun & Mo, Yuwen, 2021. "Exploring information technology success of Augmented Reality Retail Applications in retail food chain," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    6. Meng, Lu (Monroe) & Duan, Shen & Zhao, Yijun & Lü, Kevin & Chen, Siyun, 2021. "The impact of online celebrity in livestreaming E-commerce on purchase intention from the perspective of emotional contagion," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    7. Rauschnabel, Philipp A. & Felix, Reto & Hinsch, Chris, 2019. "Augmented reality marketing: How mobile AR-apps can improve brands through inspiration," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 43-53.

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