Miroir, mon beau miroir, facilite mes choix ! L’influence de l’essayage virtuel dans un contexte omnicanal

Aurelie Merle (), Sylvain Senecal and Anik St-Onge
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Aurelie Merle: MKT - Marketing - EESC-GEM Grenoble Ecole de Management
Sylvain Senecal: HEC Montréal - HEC Montréal

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Abstract: Mirror, mirror, help me make choices! The influence of virtual try-on in a omnichannel context This research investigates the influence of virtual try-on in Augmented Reality (AR) on perceived decision-ma- king convenience in an omnichannel context. An on line experiment was performed using the AR application My Sephora Artist; which enables to virtually try-on lipstick. On line, the virtual try-on has a positive influence on decision-making convenience for less frequent on-line cosmetics buyers. In addition, greater perceived conve- nience leads to greater on line purchase intention for these consumers. Perceived decision-making convenience is also investigated in webrooming and phygital contexts. Finally, managerial implications of these results are discussed.

Keywords: augmented reality; virtual fitting room; omnichannel; phygital; webrooming; virtual experience.; réalité augmentée; essayage virtuel; omnicanal; expérience virtuelle. (search for similar items in EconPapers)
Date: 2018-10-01
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Published in Décisions Marketing, 2018, 91, pp.79-95. ⟨10.7193/DM.091.79.95⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02308006

DOI: 10.7193/DM.091.79.95

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