Shoe customers' behaviour with new technologies: the Magic Mirror case

C. Redaelli, R. Pellegrini, Stefano Mottura, M. Sacco
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引用次数: 5

Abstract

European shoe manufacturing sector suffers a high pressure due to the eastern countries competition. Maintaining the competitiveness can appear a chess game in which western countries have to strategically find the appropriate solutions. Dorothy is a research project funded by the European Commission within the 7th Framework Programme under the NMP theme. It promotes a response based on the transformation of shoe industry and related business model meant to strengthen Europe's ability to compete in terms of high added value for the customer. This foreseen transformation deals with the development of tools for the design of customer driven adding value shoes and with the realization of tools for the design and reconfiguration of flexible multi-site and multi-nation production plants. Since the customer is the centre of the innovation process based on new technological approaches, this paper analyses the customer approach to the customized product and in particular impact of the Augmented Reality (AR). The Magic Mirror uses the AR (mixed of real and virtual images) for allowing the user to try-on a pair of virtual customized shoes. This new trial step implies a new purchasing path and a different approach with the product. This paper presents the Magic Mirror case study and a research made with a new questionnaire called “Flow for Presence Questionnaire” measuring the state of the user during the trial.
新技术对鞋业消费者行为的影响:魔镜案例
由于东欧国家的竞争,欧洲制鞋行业承受着很大的压力。保持竞争力就像是一场棋局,西方国家必须在战略上找到合适的解决方案。多萝西是由欧盟委员会在NMP主题下的第七框架计划资助的一个研究项目。它促进了一种基于鞋业和相关商业模式转型的应对措施,旨在加强欧洲在为客户提供高附加值方面的竞争能力。这种可预见的转变涉及客户驱动的增值鞋设计工具的开发,以及灵活的多地点和多国生产工厂设计和重新配置工具的实现。由于客户是基于新技术方法的创新过程的中心,本文分析了客户定制产品的方法,特别是增强现实(AR)的影响。魔镜使用AR(真实和虚拟图像的混合)让用户试穿一双虚拟定制的鞋子。这个新的试用步骤意味着一种新的购买路径和一种不同的产品方法。本文介绍了魔镜的案例研究,并对一份名为“Flow for Presence questionnaire”的新问卷进行了研究,该问卷在试用期间测量了用户的状态。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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