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Market segmentation & expert interviews: a methodological approach to researching consumer behaviour towards virtual try-ons in the online fashion retail industry
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Autores
Orientador(es)
Resumo(s)
Virtual Try-Ons have recently emerged as a new type of augmented reality application aiming at
personalising the customer’s online shopping experience and enabling the visualisation of unique
value from the ownership of the product. As such, augmented reality has significantly impacted
online fashion retail. The lack of sovereignty over personal data due to amplified data tracking
represents an obstacle to the adoption of new technologies. This research explores how customers
respond to virtual try-on features and analyses the trade-off between willingness to share personal
data and the perceived added value to the shopping experience related to different types of products.
Descrição
Palavras-chave
Market segmentation Post-hoc segmentation Customer personas K-means clustering Virtual try-ons Experts Qualitative interviews Semi-structured interview