Try It On! Contingency Effects of Virtual Fitting Room


主题:   Try It On! Contingency Effects of Virtual Fitting Room主讲人:   熊桂洋博士地点:   延安路校区旭日楼306教室时间:   2017-12-20 14:30:00组织单位:   管理学院

报告内容简介:Recently, many online retailers start leveraging virtual reality (VR) technology. However, it is unclear how to optimize VR design to enhance customer purchase and satisfaction. Building on the social comparison and self-discrepancy theory, this study develops a contingency framework for VR effectiveness, and empirically tests it with large-scale field experiments conducted at a women’s apparel retailer. Two alternative VR fitting rooms (A: trying clothes on a model, or B: trying clothes on the customer’s own photo) are tested. Results show that, while both fitting rooms enhance sales, fitting room B leads to higher sales and post-purchase satisfaction than fitting room A. In the presence the focal product’s promotional photo featuring a model, the positive impact of fitting room B on sales is mitigated; however, its positive impact on post-purchase satisfaction is magnified. Moreover, the effects of VR are heterogeneous across customer segments. The findings provide unique implications for marketers to optimize VR performance.

报告人简介:熊桂洋博士是美国雪城大学商学院助理教授。他毕业于美国埃默里大学商学院。他的研究兴趣主要包括广告、电子营销、社交媒体等。他的研究成果主要发表在Journal of Marketing、Journal of Marketing Research、Management Science、Journal of the Academy of Marketing Science、International Journal of Research in Marketing等国际顶级期刊上,并且是多个国际顶级期刊的匿名审稿人。


视频:   摄影: 撰写:周静  信息员:周莉莉  编辑:段然