东华大学MBA教育20周年系列讲座 （1）

　　美国雪城大学熊桂洋博士学术报告

　　报告题目：Try It On! Contingency Effects of Virtual Fitting Room

　　报告人：熊桂洋博士

　　报告时间：2018年1月4日下午2:30

　　地点：旭日楼306教室

　　报告人简介：

　　熊桂洋博士是美国雪城大学商学院助理教授。他毕业于美国埃默里大学商学院。他的研究兴趣主要包括广告、电子营销、社交媒体等。他的研究成果主要发表在Journal of Marketing、Journal of Marketing Research、Management Science、Journal of the Academy of Marketing Science、International Journal of Research in Marketing等国际顶级期刊上，并且是多个国际顶级期刊的匿名审稿人。

　　报告内容简介：

　　Recently, manyonline retailers start leveraging virtual reality (VR) technology. However, itis unclear how to optimize VR design to enhance customer purchase andsatisfaction. Building on the social comparison and self-discrepancy theory,this study develops a contingency framework for VR effectiveness, andempirically tests it with large-scale field experiments conducted at a women’s apparel retailer. Two alternative VR fitting rooms (A: trying clothes on amodel, or B: trying clothes on the customer’s own photo) are tested. Results show that, while both fitting rooms enhance sales, fitting room B leads to higher sales and post-purchase satisfaction than fitting room A. In the presence the focal product’s promotional photo featuring a model, the positive impact of fitting room B on sales is mitigated; however, its positive impact onpost-purchase satisfaction is magnified. Moreover, the effects of VR are heterogeneous across customer segments. The findings provide uniqueimplications for marketers to optimize VR performance.

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