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Publicação
Virtual try-on in online retail: evaluations of experiences across product categories
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 14.6 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
This study examines the influence of virtual try-on (VTO) technology in online retail. It
analyzes how VTO influences the purchase of products across product categories and the
customer experience (CX). Applying mixed methods, the research began with qualitative semi structured interviews and progressed to a quantitative survey, collecting data from 11 interviews
and 120 questionnaire responses. The insights gained reveal multiple ways in which VTO
influences the purchase of products and that the effectiveness of VTO varies significantly by
product category. The study concludes that VTO has a positive and negative impact on CX,
with the impact varying by product category.
Descrição
Palavras-chave
Virtual try-on Online retail Customer experience Purchase process Customer purchase journey Augmented reality