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Magic Mirror: “You are the Fairest of Them All!” Cross-buying at the Point of Sale

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Björn Gorlas

    (University of Hagen)

  • Carsten D. Schultz

    (University of Hagen)

Abstract

To compete with the availability of online information, stationery retailers may introduce new technologies, such as augmented reality, to provide additional information and product recommendations and thus improve consumers’ shopping convenience and experience. The present study analyzes the impact of such an augmented reality application on the cross-buying intention in stationary retailing. Based on an experimental scenario and the corresponding results from 301 questionnaires, the study finds the impact of augmented reality to be significantly different for female and male consumers. Whereas the results hardly differ for men, women experience augmented reality significantly differently. Specifically, the relationship between the attractiveness of cross-selling offers and the cross-buying intention significantly intensifies in a situation that includes augmented reality. Similarly, the effect of price attractiveness and shopping convenience is also higher with augmented reality, whereas the perceived product fit is significantly lower in this case. Thus, this study contributes to research by addressing augmented reality and describes practical implications for its use.

Suggested Citation

  • Björn Gorlas & Carsten D. Schultz, 2022. "Magic Mirror: “You are the Fairest of Them All!” Cross-buying at the Point of Sale," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Luis F. Martinez (ed.), Advances in Digital Marketing and eCommerce, pages 131-139, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-05728-1_16
    DOI: 10.1007/978-3-031-05728-1_16
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