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Effets modérateurs de la curiosité trait et de l’auto-efficacité dans l’effet de la cabine virtuelle en ligne sur la curiosité spécifique et l’intention comportementale

Author

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  • Marie Beck

    (LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille)

Abstract

This research contributes in understanding of the effects of an online Virtual Fitting Room (VFR) on specific (situational) curiosity and consumer behavioral intentions by highlighting the moderating effects of trait curiosity - tendency to be naturally curious - and self-efficacy. The experiment shows that individuals with a high level of curiosity are more likely to buy in-store in the case of a traditional website experience vs. the virtual fitting room. No difference is noted for the less curious individuals. At the same time, highly inquisitive individuals who perceive themselves as low efficiency in the task will have a lower intention to buy on the website while those who perceive themselves as high efficiency will have a higher intention to buy on the website. The results highlight the relevance of trait curiosity and its definition in marketing as well as self-efficacy.

Suggested Citation

  • Marie Beck, 2022. "Effets modérateurs de la curiosité trait et de l’auto-efficacité dans l’effet de la cabine virtuelle en ligne sur la curiosité spécifique et l’intention comportementale," Post-Print hal-05300385, HAL.
    • Handle: RePEc:hal:journl:hal-05300385
    DOI: 10.1177/07673701211048516
    Note: View the original document on HAL open archive server: https://hal.science/hal-05300385v1
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    References listed on IDEAS

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    1. 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.
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