Understanding the role of physical trial for good shopping decisions
Philippine Loupiac,
Emmanuelle Le Nagard
Abstract:Purpose
In the context of omnichannel distribution development, this study aims to understand how and why trying products out helps people make good purchase decisions (i.e. decisions that they do not regret later).
Design/methodology/approach
The paper uses mixed methods consisting of an experiment (n = 162), a series of interviews with consumers (n = 16) and in-store observations (n = 202).
Findings
Results show that trying products out allows us to evaluate how they will fit, which increases purchase in… Show more
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