Fashion Shopping in Multichannel Retail: The Role of Technology in Enhancing the Customer Experience

Blázquez, Marta

doi:10.2753/jec1086-4415180404

Cited by 348 publications

(263 citation statements)

References 53 publications

(69 reference statements)

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“…They want to use all channels simultaneously, not each channel in parallel (Lazaris & Vrechopoulos, 2014), because they do not think of channels in isolation but rather combine them and make decisions based on their mood and lifestyle demands (Blázquez, 2014).…”

Section: Monográficomentioning

confidence: 99%

Understanding the customer experience in the age of omni-channel shopping

Mosquera

Pascual

Ayensa

2017

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Section: Monográficomentioning

confidence: 99%

Understanding the customer experience in the age of omni-channel shopping

Mosquera

Pascual

Ayensa

2017

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“…shopping motivations, etc.). The adoption of technologies might influence these factors and encourage consumers to shop online.Advances in information technology empower consumers with efficient new tools for evaluating the products online, while providing realistic, engaging online shopping experiences where consumers directly interact with products without direct employee assistance (Blazquez, 2014). Hence, even the e-commerce environment is able to provide new virtual and exciting experiences for consumers with consequences for brick-and-mortar stores.…”

mentioning

confidence: 99%

To immerse or not? Experimenting with two virtual retail environments

Papagiannidis

Pantano

See-To

et al. 2017

ITP

116

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.*Related content and download information correct at time of download. Charles DennisThe Business School, Middlesex University, London, UK, and Michael BourlakisCranfield School of Management, Cranfield University, Cranfield, UK Abstract Purpose -The purpose of this paper is to examine the determinants of users' simulated experience in a virtual store and to show the subsequent impact of that experience on engagement. The outcome of that engagement is examined in relation to enjoyment, satisfaction and purchase intentions. Design/methodology/approach -The method comprised an experiment comparing users' perceptions of a standard 2D online clothing store with an enhanced, immersive one that aimed to provide shopping value approaching that of a traditional store by using a 3D experience where participants wore special glasses and a data glove. Findings -Results demonstrate the major role of telepresence components in simulated experience and the critical role of that experience, along with hedonic and utilitarian values, in engagement. Purchase intention is influenced by satisfaction, which is in turn influenced by enjoyment and engagement. Engagement in turn is influenced by utilitarian and hedonic value and the experience of product simulation or telepresence, which is composed of control, colour and graphics vividness, and 3D authenticity. In the immersive, 3D environment, experience is more associated with engagement and enjoyment, leading to greater purchase intention. The immersive, 3D environment, thus, has the potential to rival traditional shopping in terms of experience, resulting in higher sales for retailers and satisfaction for consumers. Originality/value -This work has evaluated a robust model of purchase intention and demonstrated it to hold not only in a 3D environment on a conventional computer platform, but also in an immersive one, where participants wear special glasses and a data glove. Keywords Simulation, Online shopping, E-commerce (B2B/B2C/B2G/G2C), Virtual world The current issue and full text archive of this journal is available on Emerald Insight at: www.emeraldinsight.com/0959-3845.htm 1. Introduction Traditional store retailers have long used retail "atmos...

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“…Still, shopping in "traditional" stores represents the most popular route to buy new clothing, as stores provide the "instant gratification of buying the product and experiencing the service" (Blázquez, 2014).…”

Section: The Digital Touch On Shopping Centers Managementmentioning

confidence: 99%

“…Especially in fashion case, the key is to think marketing holistically (all communication & sales channels interrelated) as consumers do; thus, the holistic experience begins before a customer enters the store and continues after the customer leaves (Blázquez, 2014).…”

Section: The Digital Touch On Shopping Centers Managementmentioning

confidence: 99%

Digitalization influence on shopping centers strategic management

Ioniţă

2017

Proceedings of the International Conference on Business Excellence

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Fashion Shopping in Multichannel Retail: The Role of Technology in Enhancing the Customer Experience

Cited by 348 publications

References 53 publications

Understanding the customer experience in the age of omni-channel shopping

Understanding the customer experience in the age of omni-channel shopping

To immerse or not? Experimenting with two virtual retail environments

Digitalization influence on shopping centers strategic management

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