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Miroir, mon beau miroir, facilite mes choix ! L’influence de l’essayage virtuel dans un contexte omnicanal

Author

Listed:
  • Aurelie Merle

    (MKT - Marketing - EESC-GEM Grenoble Ecole de Management)

  • Sylvain Senecal

    (HEC Montréal - HEC Montréal)

  • Anik St-Onge

Abstract

Mirror, mirror, help me make choices! The influence of virtual try-on in a omnichannel context This research investigates the influence of virtual try-on in Augmented Reality (AR) on perceived decision-ma- king convenience in an omnichannel context. An on line experiment was performed using the AR application My Sephora Artist; which enables to virtually try-on lipstick. On line, the virtual try-on has a positive influence on decision-making convenience for less frequent on-line cosmetics buyers. In addition, greater perceived conve- nience leads to greater on line purchase intention for these consumers. Perceived decision-making convenience is also investigated in webrooming and phygital contexts. Finally, managerial implications of these results are discussed.

Suggested Citation

  • Aurelie Merle & Sylvain Senecal & Anik St-Onge, 2018. "Miroir, mon beau miroir, facilite mes choix ! L’influence de l’essayage virtuel dans un contexte omnicanal," Grenoble Ecole de Management (Post-Print) hal-02308006, HAL.
    • Handle: RePEc:hal:gemptp:hal-02308006
    DOI: 10.7193/DM.091.79.95
    as

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