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东华大学MBA教育20周年系列讲座 (1)

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旭日楼306教室

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  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.

  更多精彩内容,请关注MBA智库商学院微信公众平台: mbalib-mba 。