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- Title
Miroir, mon beau miroir, facilite mes choix ! L'influence de l'essayage virtuel dans un contexte omnicanal.
- Authors
Merle, Aurélie; Sénécal, Sylvain; St-Onge, Anik
- Abstract
This research investigates the influence of virtual try-on in Augmented Reality (AR) on perceived decision-making 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 convenience 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.
- Publication
Décisions Marketing, 2018, Issue 91, p79
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.091.79.95