Can augmented reality replace physical trial for the online purchase of experience goods? (notice n° 464714)
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| fixed length control field | 02267cam a2200349 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250121051454.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Loupiac, Philippine |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Can augmented reality replace physical trial for the online purchase of experience goods? |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2024.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 20 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | • ObjectivesThis research aims to understand whether, during an online purchase, a virtual trial in augmented reality is likely to replace a physical trial, helping to make a decision to buy or not. We focus on experience goods, i.e. goods that need to be used to be fully evaluated. • MethodologyWe first conducted a qualitative study (17 semi-structured interviews with consumers), followed by a quantitative study to build a typology (N= 349). • ResultsThe first study highlights a lack of confidence in augmented reality. The second study draws up a typology of three consumer profiles - pro-online, pro-offline and pragmatists – and shows that only the first profile requires a virtual trial in AR to make a decision. • Managerial implicationsThis research shows that, for experience goods, augmented reality cannot satisfy all consumer profiles. Brands are therefore encouraged to combine several alternatives to physical trial, to reach their entire target audience. • OriginalityThe originality of this work is twofold. Firstly, studying the usefulness of augmented reality trial for the specific category of experience goods. Secondly, using a mixed-methods approach. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | e-commerce |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | purchase decision |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | physical trial |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | experience goods |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | virtual trial |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | purchasing process |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | augmented reality |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | e-commerce |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | purchase decision |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | physical trial |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | experience goods |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | virtual trial |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | purchasing process |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | augmented reality |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Le Nagard, Emmanuelle |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Herbinet, Victoire |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | o 113 | 1 | 2024-04-03 | p. 203-223 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-decisions-marketing-2024-1-page-203?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-decisions-marketing-2024-1-page-203?lang=en&redirect-ssocas=7080</a> |
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