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

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

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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.

Keywords: virtual fitting room; curiosity; self-efficacy; sales aids; réalité augmentée Augmented reality; curiosité; cabine virtuelle; auto-efficacité; Aide à la vente (search for similar items in EconPapers)
Date: 2022-01-31
Note: View the original document on HAL open archive server: https://hal.science/hal-05300385v1
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Published in Recherche et Applications en Marketing (French Edition), 2022, 37 (2), pp.33-49. ⟨10.1177/07673701211048516⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05300385

DOI: 10.1177/07673701211048516

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