L’impact de la similarité sur l’efficacité des outils d’aide à la vente en ligne

Abstract

Les auteurs remercient les doctorants de marketing du Centre Magellan pour l'aide qu'ils ont apportée à l'occasion de l'expérimentation sur laquelle s'appuie cette recherche ainsi que les deux relecteurs anonymes qui ont permis de faire évoluer cet article.

Improving service brand personality with augmented reality marketing

“…Our study considers the value – both for customers and brands – of integrating VTO features rather than simply brand presentation into AR app features. However, this finding may need further examination: for instance, products with different material and geometrical properties do not necessarily have similar try-on requirements (Kim and Forsythe, 2008b; Merle et al , 2012; Racat and Capelli, 2016). Accordingly, brands should study the specific context in which the AR app will be used.…”

“…However, whilst consumers are trying on shoes or fitting furniture, they cannot avoid looking beyond the augmented screen and seeing the non-AR. This difference might have an effect on instant purchase intention (Racat and Capelli, 2016). At the same time, the fit of a shoe is a much more physical evaluation than the fit of a table in the existing décor of a room; as such, consumers might wait until the actual physical trial to make a purchase decision.…”

“…Finally, the COVID-19 pandemic has underlined an important advantage of using an AR app outside the point of sales: brands have had to focus on delivering experiences to customers shopping from home during lockdown (Papagiannis, 2020), and the closest and most accessible customer touchpoint is the mobile phone. Prior research confirmed that being able to test products with AR apps without being in the store tends to lead to better hedonic experiences and higher customer satisfaction prior to purchase (Racat and Capelli, 2016). Accordingly, we hypothesize that:…”

“…VTO has been found to improve attitudes towards products and brands both online and offline (Beck and Crié, 2018; Racat and Capelli, 2016). Furthermore, being able to virtually try on different garments and accessories contributes to the perceived pleasure and fun of shopping, aids in decision-making and increases willingness to buy (Pantano et al , 2017; Poushneh and Vasquez-Parraga, 2017; Racat and Capelli, 2016).…”

“…VTO has been found to improve attitudes towards products and brands both online and offline (Beck and Crié, 2018; Racat and Capelli, 2016). Furthermore, being able to virtually try on different garments and accessories contributes to the perceived pleasure and fun of shopping, aids in decision-making and increases willingness to buy (Pantano et al , 2017; Poushneh and Vasquez-Parraga, 2017; Racat and Capelli, 2016). Recent studies have shown that AR tools engage customers and stimulate their intention to experience the technology and visit the shop offering these experiences (McCormick et al , 2014; Pantano, 2015).…”