I virtually try it … I want it! Virtual Fitting Room: a tool to increase on-line and off-line exploratory behaviour, patronage and purchase intentions

Marie Beck (1) , Dominique Crié (1)

1 LEM - Lille économie management - UMR 9221

E-commerce has important advantages compared to traditional shopping (e.g. time, choice, price) but offers only a partial view of the shopping environment. For example, the lack of physical apprehension is a major disadvantage of online purchasing. To create a shopping environment close to reality, some companies now propose Virtual Fitting Rooms (VFR1) on their websites. This research aims to highlight the effects of an online VFR on consumer's exploratory behavior and intention to purchase, both online and offline contexts. Results of two experiments showed that the presence of such a tool significantly increases specific curiosity about the product, intention to patronize (online and offline) and intention to purchase (online and offline). The latter effect is mediated through firstly perceptual specific curiosity about the product and then the intention to patronize.

Mots clés: Virtual fitting room; Cross-channel; Curiosity; Intention to patronize; Intention to purchase

Domaines: Gestion et management

Marie Beck, Dominique Crié. I virtually try it … I want it! Virtual Fitting Room: a tool to increase on-line and off-line exploratory behaviour, patronage and purchase intentions. Journal of retailing and consumer services, 2016, ⟨10.1016/j.jretconser.2016.08.006⟩. ⟨hal-01562981⟩