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20180104美国雪城大学熊桂洋博士学术报告
发布时间: 2017-12-20 浏览次数: 100


报告题目:Try It On! Contingency Effects of Virtual Fitting Room

报告人:熊桂洋博士

报告时间:201814日 下午2:30

地点: 旭日楼306教室


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 MarketingJournal of Marketing ResearchManagement ScienceJournal of the Academy of Marketing ScienceInternational 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。