The level of similarity of a new virtual reality technology: an antecedent to online sales tools’ efficiency

Le degré de similarité d’une nouvelle technologie de réalité virtuelle: un antécédent à l’efficacité des outils d’aide à la vente en ligne

Margot Racat () and Sonia Capelli ()
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Margot Racat: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Sonia Capelli: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: The present research aims to investigate possible levers to make consumers to adopt and use new technologies such as virtual-try on in case of product testing. Through an experiment in the field of cosmetic products, we compare classical and virtual product testing strategies thanks to an online make-up virtual-try on. The results show that virtual product testing positively influences consumers' satisfaction as well as purchasing intent, more than in the classical condition, although classical product testing is perceived to be closer to reality. The research gives some news insights for companies and managers who intend to use and integrate virtual technologies into product promotion processes.

Keywords: Product sampling; virtual-try on; realism.; Echantillonnage; outils virtuel; réalisme; innovation (search for similar items in EconPapers)
Date: 2016-01
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Published in Revue Française de Gestion, 2016, 254

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01237238

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